Rihanna and PUMA have entered into a multi-year partnership, beginning in January 2015.
Under this partnership, Rihanna will become the global ambassador for women's training. This will make her an icon in the category, and she will also participate in the brand's "Forever Faster" campaign alongside Usain Bolt and Sergio Aguero. Other plans include fan events, training and fitness-related social media content, and product-related programs.
In addition, Rihanna will serve as creative director, reflecting her spirit and style throughout the brand. She will join the product creation team for 2015, customizing the brand's style and creating new designs herself. Future collections will focus on women getting fit through training.

Regarding the partnership, Rihanna said, "It's incredible to have found a brand that celebrates strength and individuality. I couldn't imagine a more perfect partner to work with as Creative Director."