A first look at Rihanna’s new Puma campaign

Puma have released the first image from their latest campaign featuring Rihanna

Rihanna for Puma. Photo: Puma.

In the black-and-white photo, unveiled on Puma’s Instagram page, Rihanna poses head to toe in Puma and the new Pulse XT shoe.

The global superstar was named creative director of Puma in December, overseeing the direction of the womenswear line, and will join famous sportsmen including Usain Bolt and Mario Balotelli as a brand ambassador.

Having signed a multi-year partnership with the company, Puma says Rihanna will take a “hands-on approach” working on their fitness and training collections.

“Rihanna will work with Puma to design and customise classic Puma styles as well as create new styles to add to the Puma product portfolio,” Puma said in a statement last year.

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