Puma ‘Creeped’ Higher in the Market with Rihanna’s Creative Genius

When I think Puma, the first thing that comes to mind might not be sportswear, but Rihanna. In 2014, the company partnered with the songstress in hopes to revitalize their female customer base. In the past, the brand almost always used male athletes to endorse their products—as they were trying to compete with Nike and Under Armour. In efforts to overcome Nike’s populous following, Puma decided to rework their business strategy with Rihanna.

Puma made Rihanna the face of their new campaign and hired her on as Women’s Creative Director. Women and men alike look to RiRi every day for fashion guidance and inspiration. She’s an icon, an activist, a businesswoman, and a creative genius. Puma couldn’t have chosen a better partner or better time to unite with the singer. At the time, Rihanna was working on her long-anticipated album Anti. As fans eagerly awaited her album, their eyes were fixated on her every move—and, in turn, on Puma.

The first Fenty X Puma collection hit the market in 2016, receiving high praises across the board. Fans occupied the store’s website, and Rihanna’s Creeper shoe sold out in just 3 hours. The sneaker was so popular, it went on to win Shoe of The Year. The company’s stock has been on a steady climb ever since, and they’ve continued to pump out Rihanna’s streetwear collections.

The partnership between Puma and Rihanna set an example for celebrity endorsements and what they can do for a company. Together their collaboration rebirthed the brand into a fashionable activewear animal. The business continues to accumulate high-profile celebrities, but it will be hard to surpass the success Rihanna continues to bring to Puma.