After making NFL fans dance their socks off during the super bowl, Rihanna is back with PUMA to create some magic again. Previously Riri collaborated with the PUMA brand to create Fenty, a range of sneakers that helped the PUMA to reach $1 Billion in sales.
The company shared on social media that Riri is back and something is loading. “She’s back,” PUMA shared in a cryptic Instagram post.
“It’s great to find a brand that celebrates strength and individuality,” Rihanna said in a press statement at the time. “I couldn’t think of a more perfect partner to collaborate with as a creative director. I’m excited for you to see what PUMA and I come up with.”
The main mission of the partnership was for Rihanna to play a role in both strengthening and inspiring women to be confident.
“Signing Rihanna is a fantastic step for PUMA,” said Bjørn Gulden, CEO at PUMA. “Her global profile, her charisma and individuality, her ambition – all these things make her a perfect ambassador for our brand. She also aligns perfectly with the values PUMA strives for: to be Confident, Brave, Determined and Joyful.”
“With a strong portfolio in football, running and motorsport, finding an inspiring partner for women’s training was very important. Rihanna was a natural choice for us. We’re delighted to have her as a partner, and we’re looking forward to what’s to come.”