Puma had decided that the brands image needs a facelift after years of declining sales and being labelled ‘the flop brand’ for poor people. Therefore in order to restore some class and prestige to the Puma brand, Rihanna has been hired in a multiyear partnership agreement.
Rihanna is officially the Creative Director of sporting for the women’s line. This is going to shake things up for the company as Rihanna has her own image to be protecting. Therefore it would be a safe bet that Rihanna may be able to turn the company around and increase sales margins throughout the year.
It’ll still be interesting to see what Rihanna comes up with in terms of clothing styles as Rita Ora basically designs for the Nike brand which is in direct competition.
Once newly announced Puma Creative Director and designer Rihanna gets ready to film her new music video in the coming months, it’ll be interesting to see if Puma is plugged somewhere as a product placement. I would believe this would be in Pumas best interests as Rihanna will rack up 100s of millions of views for her first single, soon to be released.