Puma’s chief executive officer, Bjørn Gulden, announced early this week the "Diamonds" singer has signed on to be the brand's global ambassador in addition to being named creative director. "Signing Rihanna is a fantastic step for Puma," he told WWD. "Her global profile, her charisma and individuality, her ambition — all these things make her a perfect ambassador for our brand."
Rihanna will oversee the majority of its women's collections and, per a brand announcement and WWD, "customize classic Puma styles as well as create new styles to add to the Puma product portfolio."
The CFDA Fashion Icon winner has been in Germany Instagramming her first visit as creative director. She hasn't come outright and announced the news herself, but hashtags like "#puma" are enough; expect to see her fronting a fall 2015 campaign. As for Puma itself? This power hire will likely kick its influence up a few notches. WWD predicts Rihanna's social reach (over 14 million Instagram followers alone) and her forthcoming album will elevate the company past its competitors, like Nike and Adidas.