GERMAN sportswear manufacturer Puma announced yesterday it was entering into a multi-year partnership with Barbados native, Rihanna, arguably the biggest pop star in the world.

She will also join Usain Bolt and Mario Balotelli as the face of the company’s ‘Forever Faster’ campaign.
Come January 2015, Rihanna will become the brand’s global ambassador for women’s fitness. She will also serve as the creative director for women’s products, Puma said.
“Market research shows that Rihanna, although she’s not an athlete, is an icon for our main target group,” said Puma Chief Executive Bjørn Gulden.
“She is putting strength to the brand in an era when we need it.”
In 2014, Puma launched its biggest marketing campaign in years, under a new slogan, ‘Forever Faster’.
The campaign highlights two of the main athletes sponsored by Puma, 100 and 200-metre world record holder and six-time Olympic gold medallist Usain Bolt and Liverpool striker Mario Balotelli.
Rihanna, whose full name is Robyn Rihanna Fenty, will be the new face of its campaign, Puma said.
“I’m excited for you to see what Puma and I come up with,” Rihanna said in a statement.