The singer Rihanna returns to work with the German sportswear brand Puma. WWD writes about it.
Rihanna joined Puma as creative director of women’s clothing in 2014. Subsequently, the results of the cooperation came out under the name of the artist – Fenty X Puma (Fenty is Rihanna’s last name).
Rihanna and Puma’s joint models enjoyed continued popularity with consumers. For example, the thick-soled suede Puma Creepers sneakers sold out in just three hours, and there were several shows that caused a stir in Paris and New York. For Puma, this provided an opportunity to attract female buyers. But in 2018, the cooperation ended.
Earlier, the Puma brand showed an advertising campaign involving rising stars. They include Euphoria’s Angus Cloud, Stranger Things’ Caleb McLaughlin, Iris Apatow, best known for her role in the Netflix series Love, and Zaya Wade, the daughter of basketball player Dwyane Wade.