Rihanna just became Puma's creative director

Yes, you read that correctly


Hires don't come much more high profile than the new creative director at Puma - it's Rihanna.

The singer has signed a multi-year contract with the sportwear brand and will oversee its women's line. 

Ri was at Puma HQ in Germany today for the big reveal and broke the news herself over social media, instagramming pics of herself in the back of a cab - wearing, of course, Puma kicks - with the hashtag #PUMA.


such a fuckin lady. #germany

A photo posted by badgalriri (@badgalriri) on


creep #puma

A photo posted by badgalriri (@badgalriri) on

Hello #PUMA

A photo posted by badgalriri (@badgalriri) on

'Signing Rihanna is a fantastic step for Puma,' said Puma’s chief executive officer Bjørn Gulden.

'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.'

According to WWD, Rihanna will take a 'hands-on approach' to the fitness line, with her design remit including clothing as well as shoes, and also act as a global ambassador for the brand.

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