Fashion God Rihanna Is Puma's New Creative Director


Rihanna is rumored to have been in talks with Puma for weeks, but now it’s confirmed: WWD reports that she will now officially oversee the athletic wear brand’s women’s line, “customizing” existing lines and creating new ones. What might this mean for you, if Rihanna’s Instagram is any indication? Creeper Puma Clydes!

Puma CEO Bjørn Gulden told WWD, “Signing Rihanna is a fantastic step for Puma. Her global profile, her charisma and individuality, her ambition—all these things make her a perfect ambassador for our brand. 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.”

Have you guys ever seen Rihanna engaging in football, running, and/or motorsport? Nah, although I do recall when Rihanna dropped “SOS,” paired with Nike womenswear for a then-record-setting $20 million endorsement deal, and was elevated to a new level of pop stardom for the teen who was then still, essentially, just the “Pon de Replay” lady.

Of course, it’s hard to imagine Rihanna’s star getting any bigger at this point—she’s one of the most famous pop singers on earth, and she’s already well-respected as both trendsetter and muse in the fashion world. But you know, all I see is signs, all I see is dolla signs and whatnot: the Puma partnership is a multiyear deal and while official contract numbers weren’t disclosed, the New York Daily News speculates she’s getting a little over a million. She’s also going to have to stop wearing Puma’s competitors, so no more Jordans, but now she can just make versions herself. (Those Pumas she insta’d, above, seem pretty similar to the creepified Mr. Completely Nike AF1s she’s been wearing a lot this year, although as a fan of creepy sneakers—I own FOUR PAIR of stacked-sole House of Holland Supergas because I am a maniac—not mad.)

This isn’t the first time Puma’s collabo’d with a pop star: Solange just released her second collection of wacky lite-brite sneakers for the German brand, and her first sneaker with them, the Disc, proved to be a streetwear hit. No doubt Rihanna’s influence will take Puma to a darker, edgier place, though, and we can all fully expect her Puma gear to appeal to hypebeasts and your average neighbor-type alike; prepare to see them fighting in the aisles to grab a piece.

As an aside: winter whites are a strong look. Give me those sweatpants.

Image via Getty.

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