Sportswear and lifestyle brand PUMA has announced a partnership with singer Rihanna beginning in January 2015. Rihanna will become PUMA’s global ambassador for Women’s Training and serve as the PUMA Women’s Creative Director, bringing her styling sensibilities and innovation to PUMA’s collections. Through this partnership, Rihanna will be the face of PUMA’s Women’s Training category. Fans can anticipate PUMA and Rihanna taking a fresh, forward thinking and non-traditional approach to sports, fitness and lifestyle – fusing Rihanna’s personality, love of sports, spirit andstyle into the growing footwear and apparel segment. Rihanna will also assume the role of PUMA’s Creative Director for the category, directly influencing product collections as early as 2015, and working in partnership with PUMA’s Internal Product Creation team. These collections will be designed with the goal of strengthening women in training sessions and beyond, and inspiring confidence in their bodies and themselves. As part of her role, Rihanna will work with PUMA to design and customise classic PUMA styles as well as create new styles to add to the PUMA product portfolio. Speaking about the new partnership with PUMA, Rihanna said: “It’s great to find a brand that celebrates strength and individuality. 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.” Rihanna will play a starring role in PUMA’s brand campaign, Forever Faster and be featured along with many of PUMA’s world-class athletes such as Usain Bolt and Sergio Aguero. PUMA and Rihanna will launch several fan activations throughout the partnership around the world such as consumer and retail events, training and fitness related social media content, and product programs.

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