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Sales are up at Puma for 2016 to the tune of a 3.7% increase in the brand's first quarter results. The company reported that footwear is the main drivers of growth, and that there is "strong momentum" in its women's business.
And oh hey — women's and footwear are the two categories Rihanna was tasked to overhaul as the company's creative director. That's probably not a coincidence, since she's arguably the most marketable celebrity out there.
The Rihanna effect is real, according to Puma CEO Bjørn Gulden, and it's boosting all of Puma's categories. "The women’s business helps on the men’s side too. Rihanna opens the door," he said on a conference call, according to Reuters.
There's a takeaway here for Rihanna x Puma shoppers too: WWD reports that the brand aims to schedule drops of Rihanna's furry slides and Fenty and Creeper sneakers every month. It still might be tough to get your hands on a pair though, since Puma plans to put out a limited number of products for each release.