Puma has shared a sneak peak of their first campaign starring singer Rihanna after she was named creative director of the brand in December last year.
The ‘Rude Boy’ hitmaker – who is also a global ambassador for the sportswear brand – stuns in her debut campaign for label, a sneak peak of which has been unveiled by Puma on its Instagram account.
The sultry black and white shot features the raven-haired beauty sporting a white visor, patterned leggings, trainers and a cropped jumper showing off her enviably toned abs.
Puma captioned the image: “An icon who does it all needs a shoe that can keep up. Introducing the Pulse XT, worn by @badgalriri. #ForeverFaster.”
The 27-year-old singer – who was also rumoured to be negotiating a $1 million deal to create a lifestyle collection with the German sportswear brand in November – teamed up with Puma “to design and customise classic Puma styles as well as create new styles to add to the Puma product portfolio”.
Puma’s chief executive, Bjørn Gulden, previously said the Grammy Award-winner was the “natural choice” and the “perfect ambassador” for the sportswear company, who had been looking to sign on an “inspiring partner for women’s training”.
He explained: “Signing Rihanna is a fantastic step for Puma. Her global profile, her charisma and individuality, her ambition – all these things make her a perfect ambassador for our brand. With a strong portfolio in football, running and motorsport, finding an inspiring partner for women’s training was very important.
“Rihanna was a natural choice for us. We’re delighted to have her as a partner, and we’re looking forward to what’s to come.”
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