Rihanna Named As New Creative Director Of Sports Brand Puma

 

Rihanna is known as one of the most stylist popstars and celebrities in the world, with numerous laurels to show for it.

This time around however, Rihanna's knack for fashion and style has earned her the position of creative director with sports/activewear brand Puma.

The pop star, 26, will oversee the company's women's line - including clothing and shoes - during her multi-year partnership.

She will also star in the brand's fall 2015 ad campaign - and be one of its global brand ambassadors alongside Jamaican track star Usain Bolt and Argentine soccer player Sergio Agüero.

The world's fattest man, Usain Bolt-also a Bajan-  took time out to welcome her on Instagram.

According to a press release, Rihanna will 'work with PUMA to design and customize classic Puma styles as well as create new styles to add to the product portfolio.'

The Grammy winner flew to the brand's headquarters in Herzogenaurach, Germany, yesterday for her first design meeting.

She posted pictures from the trip to Instagram this morning, and in all of the images she's wearing white Puma sneakers. She also posted the collaboration logo pictured above.

This business  decision by Puma is a very tactical one, as it will make the brand more attractive to a new set of young people, who may not have thought of it as an option prior to making Riri the creative director.