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Vanessa Friedman at The New York Times went straight to Puma to find out just what the deal is with Rihanna's new design post at the company. Adam Petrick, Puma's global brand and marketing director, confirmed that Rihanna is actually going to have a hand in product development instead of just acting as the new face of the brand. "It really came from her," Petrick told Friedman. "Though we originally started talking about it in terms of advertising, she wanted to express herself in this way."
Although Rihanna was also named the brand's new global ambassador, she won't be expected to wear Puma-branded items exclusively on tour or on the red carpet. All the sportswear, streetwear, and sneakers that she wears, however, will be from Puma. Her post at the brand involves a multiyear contract that will deal in concept from women's training apparel to Puma's athleisure products.
· Puma Explains Its New Creative Director: Rihanna [NYT]
· Rihanna Is Taking Over at Puma As Creative Director [Racked]