Rihanna Is Puma Women's New Creative Director

Rihanna is the new creative director of Puma.

(Don't spit the coffee you're drinking and don't sing praises to the apocalypse, it's all true).

It was in fact confirmed that the singer will recreate and customize the classic design of the brand from January 2015 regarding the fitness woman collections, having obviously a voice also in the entire creative process of Puma.

"Closing this deal with Rihanna is a great step for us. Her global recognition and the set of charisma, personality and ambition make her the perfect ambassador for our brand. With an already strong portfolio on areas like football, racing and engines, having found a partner of inspiration for women is very important. Rihanna was a natural choice for us. We are very pleased to have her as a partner and we can't wait to see what we will do together" said the CEO Bjørn Gulden.

Very interesting and at the same time subtle choice: the stardom among the creative directors isn't definitely new in the fashion biz but entrusting a role of such importance to the queen of the influencers is going further.

Impossible not to notice how all this could be a considerable mediatic start for a brand too long hidden by the shadow of the giants Nike and adidas.

So, Riri joins Solange - art director of Puma - Usain Bolt and Mario Balotelli - Puma ambassadors - in the creation of a super team that will surely change a sportswear brand into a lifestyle brand.

... But the question now arises spontaneous: being famous generates skills in each sector?

It's for posterity to judge.