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Rihanna’s Endorsement Deal with Puma Improves Company’s Sales


Randy Holmes/ABC

Rihanna continues to help boost sales for Puma.

The sneaker giant announced that its fourth-quarter sales rose 17 percent compared to the fourth quarter of the prior year, driven primarily by the launch of the first Rihanna creeper sneakers.

“We have seen progress in our performance categories,” said Chief Executive Bjørn Gulden. “I am especially proud to see our positive development in the women’s business where our co-operation with Rihanna and a strong product offering have increased the interest from both retailers and consumers.” He adds that “Rihanna will directly influence our Performance and Sportstyle women’s collections with her intuitive, highly individual style.”

As previously reported, Rihanna joined the sportswear giant in 2014 as creative director. Since then, she’s helped remake of Puma’s classic suede sneakers, which sold out within three hours of going on sale in the fall, and her first full clothing collection, called Fenty Puma by Rihanna, debuted at New York Fashion Week last Friday.

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