Puma, Rihanna Agree On Multi-Year Endorsement Deal Starting In 2015

Athletic-wear maker Puma said Tuesday that it would launch a multi-year partnership with pop star Rihanna "as part of the athletic-apparel maker’s attempt to burnish its faded image," according to Ellen Emmerentze Jervell of the WALL STREET JOURNAL. The company said that Rihanna will become the German brand’s “global ambassador” for women’s fitness and serve as its creative director for women’s products. Puma said that she "will directly influence the product-design process starting as soon as this spring." Terms of the deal were not disclosed. Puma CEO Bjørn Gulden said, “Market research shows that Rihanna, although she’s not an athlete, is an icon for our main target group. She is putting strength to the brand in an era when we need it.” This year Puma launched its biggest marketing campaign in years, under a new slogan, “Forever Faster.” Rihanna, whose full name is Robyn Rihanna Fenty, "will be the new face of its campaign" (WSJ, 12/16).