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Rihanna named Puma's new creative director

Rihanna has been named Puma's new creative director.

Rihanna has been named Puma's new creative director. Credit: DAVID CROTTY/ Patrick McMullan

Rihanna, the seven-time Grammy winner, has brand new gig. According to Women's Wear Daily, the singer and CFDA Fashion Icon honoree is the new creative director of Puma where she'll oversee the sporting good maker's women's line.

It’s an interesting move by Puma, which, in the fitness and sporting goods market comes in at third behind in Nike and Adidas. With the hiring of Rihanna, whose digital numbers are huge – 14.1 million followers on Instagram and 38.3 million followers on Twitter – the company as harnessed a huge power player. In fact, the news of Rihanna’s relationship with Puma was announced via her Instagram (badgalriri) and showed a photo of her signing what was ostensibly a contract with the message, “On the dotted line #Puma.”

On Monday, the singer met with the design team at the company’s headquarters in Herzongenaurach, Germany. A company statement says, she “will work with Puma to design and customize classic Puma styles as well as create new styles to add to the Puma product portfolio.”

In addition to her duties as creative director, she will become a global ambassador for the brand, along with Usain Bolt, the world’s fastest man, and Mario Balotelli, the star football striker. She’ll also appear in Puma’s ad campaign for fall 2015.

“Signing Rihanna is a fantastic step for Puma,” said Bjorn Gulden, the company’s chief executive officer, according to WWD. “Her global profile, her charisma and individuality, her ambition – all these things make her a perfect ambassador for our brand.”

Rihanna is a familiar figure in the fashion world having modeled for Gucci, Emporio Armani and Balmain. Often turned out in quirky yet captivating ensembles, she stunned even the most jaded of fashion folks at the CFDA Awards last June where she wore barely there, see-through nude and crystal gown.

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