Why Rihanna Will Save Puma [Photos]
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On Tuesday, December 16, 2014 Rihanna was named the creative director of Puma. Maybe it’s the type of vanity deal Kanye West referred to when he derided Polaroid for making Lady Gaga their creative director, or maybe we should all be contemplating why Rihanna might just save Puma.
With fellow pop sensation Beyonce signed on as the creative director of Pepsi, inking someone as well-known as Rihanna to a similar deal comes across as a smart move. And with Puma’s international brand bringing in billions, the risk is low. Just what will Rihanna be doing for Puma? Until we all find out, here’s a few reasons why Rihanna might just save Puma.
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Photo: Instagram
Rihanna has serious star power. She’s connected with Jay Z, Brad Pitt, Tom Ford and other power players in the entertainment and fashion world.
Miss Robyn Fenty knows style. The Council of Fashion Designers of America recognized her as a style icon and she accepted the award in a barely there designer gown.
Puma especially needs a boost in America. Despite an endorsement from now-retired footballer Thierry Henry, the iconic brand hasn’t been attached to a big U.S. star since inking and subsequently losing both Vince Carter and Serena Williams in 1998.
Puma could benefit from Rihanna’s global appeal. She’s from Barbados but her brand is just as popular in Paris, the U.K. and elsewhere.
Controversy sells. Even when she (and the Rihanna Navy) is lashing out at fans, fellow celebs or connected to scandal, her Q-rating continues to skyrocket.
Budweiser, Parlux Fragrances, Gucci, Vita Coco coconut water and more are already paying Rihanna for endorsements. If nothing else, Puma benefits from being down by association.
Puma’s are traditionally associated with the ‘70s, Clyde Frazier and Jurassic 5. It’s a risk, but inking Rihanna (even to a vanity deal) marks a needed domestic transition for Puma.
In 2013, Puma’s sales revenue dropped from 3.27 billion down to 2.99 billion, which was the lowest it’s been since 2010. That’s not exactly cause for alarm, but bringing in a fresh face can’t hurt.
Rihanna has 14.4 million Instagram followers and 38.4 million Twitter followers. Imagine what happens if she tells them to post pictures of the Puma kicks they just bought.
You know the inevitable Rihanna and Usain Bolt Puma collaboration is already in the works since Bolt is already signed to Puma.
Forbes estimates her net worth is between $43 and $48 million.