Rihanna has joined Puma as the brand’s creative director. Although she won’t officially take on the position until January 2015, the singer flew into Herzogenaurach, Germany, where the Puma headquarters are, on Monday night and had her first meeting with the brand’s design team. Discussing fabrics and the creative future of Puma’s fitness and training line, the CFDA Fashion Icon winner is the second musician Puma has recruited to join their team. Earlier this year, Solange Knowles signed on as the brand’s art director.
“Signing Rihanna is a fantastic step for Puma,” Puma’s CEO Bjørn Gulden said. “Her global profile, her charisma and individuality, her ambition — all these things make her a perfect brand ambassador for our brand. Rihanna is an icon for the young consumer — male and female. Obviously, the age group between 14 and 25 is what we are all targeting, and she speaks to that. Every research we have done shows her on top of the list.”
In addition to being the new creative director of Puma, Rihanna will be joining football player Mario Balotelli and runner Usain Bolt as a global brand ambassador. Be sure to look out for the singer in Puma’s A/W 2015 ad campaign!