Today we get word that Rihanna has officially signed on as Puma‘s new ‘creative director’. The extent of her creative direction we’ll never truly know, but her presence with the brand will obviously help garner a lot of extra attention for a broader less-sneaker centric audience. In the world of sneakers we’ve seen a gradual shift of athletic sneakers being used for lifestyle purposes, and recording artists becoming the new signature athletes. So when Reebok signed Kendrick Lamar it wasn’t too big of a surprise. Instead, it was looked at as a bold move to help energize their retro product. He helped push the Reebok Ventilator in a new way and the relationship was seemingly beneficial on both ends. The same can be said about Big Sean, 2 Chainz, and Pharrell for adidas Originals. Where Kanye stands apart is his dedication to the design process and his hands-on approach. What do you think of the shifting sneaker landscape as brands continue to focus more of their attention on artists while a shrinking number of professional athletes are wearing signatures? Check out the first advertisement with Rihanna below and let us know your thoughts in the comments section.
— PUMA (@PUMA) April 29, 2015