When PUMA made Rihanna the head of it’s Women’s Training category in 2014, I’m sure they had huge expectations for the collaboration; but, I don’t know if they quite expected such success in such a short amount of time.
I-D brings you the details:
Puma appointed Rih creative director of its women’s vertical in 2014, and her presence has seen its sales grow every year since. This quarter, sales rose by 7.3 percent to €853 million (just short of $1 billion). A great deal of the push has come from Rih’s footwear: her sneakers, creepers, and fur slides sell out in a matter of days. Sneakerheads are no longer a fashion minority, and Puma knows it: the brand has capitalized on our appetite for it-sneakers well.
The power of the right ambassador can’t be underestimated. Rihanna’s appointment was one of the brand’s deftest moves to date—she’s got genuine fashion acumen, and would certainly be a street-style icon if she weren’t already a megastar. Similarly, Kendall Jenner’s appointment as the face of Estée Lauder is a another testament to the right face’s power to redefine a brand. Once considered for “mature” skin, Kendall’s social media savvy campaigns tapped into a younger market. Kendall helped Estée go young, Rih helped Puma go luxe—and earn big.
I’m not sure what Meek Mill’s position with PUMA was, but he’d probably be better off creating his own line at this point.
As always, if you’re only here for Rihanna pics: