STEP It Up: Rihanna Becomes Global Ambassador for Puma

For global brands, Rihanna’s worldwide appeal and star power places her in an elite group of individuals who’s face can generate awareness and revenue. The German brand Puma recognizes this and has signed Rihanna to a multiyear partnership. She is now their female global ambassador.

Although Rihanna’s is not an athlete, she’s an icon and the ideal candidate for Puma’s target consumer. “Market research shows that Rihanna, although she’s not an athlete, is an icon for our main target group,” Puma Chief Executive Bjørn Gulden said during an interview. “She is putting strength to the brand in an era when we need it.”

” on the dotted line #PUMA “

In her role, Rihanna will serve as ambassador and Creative Director for Pumas’ women’s products. She will influence the product-design process and be the new face for their campaign. In a recent interview, Rihanna says that she appreciates the creative freedom Puma’s has given her.

“I loved their vision for the collaboration and especially the creative freedom,” Rihanna said. “They didn’t just want to throw my face on a billboard and call it a day.”

It is noted that the pop star will begin her design process in spring 2015.

Photo Credit: IG @badgalriri

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