Inspired by NYC Punk Rock Style, The PUMA Creeper is the First Sneaker Under the FENTY label

4th November 2015, India: PUMA Women’s Creative Director and Brand Ambassador, Rihanna, and Global Sports Brand PUMA kick off their first venture with the release of the PUMA BY RIHANNA Collection under Rihanna’s FENTY label. Under her creative direction, the first collection introduces the PUMA Creeper, remixing the iconic PUMA Suede with a little bit punk and a little bit rebel.

The PUMA Creeper harnesses the music and fashion feel of the revolutionary punk era with PUMA’s deep sporting heritage. Punk lit the streets bright on King’s Road in London and it soon caused a stir in the late 80’s in lower Manhattan’s underground club scene. The clubs have since closed but the culture never left, influencing the city’s fashion and music scene for years to come. That is the inspiration behind the PUMA Creeper.

To help launch the PUMA Creeper, Rihanna called on her friend, musician and record producer Travi$ Scott. Scott stars in the first-ever PUMA by Rihanna campaign alongside Rihanna, who also creative directed the shoot.

“I am so excited to finally introduce the PUMA Creeper to the world” says Rihanna. “Partnering with PUMA has given me the opportunity to create pieces that are unique and unexpected. I really wanted to dig into their archive and give classic silhouettes my own spin. The PUMA Creeper is just that. And equally as cool, the fact that Travi$ Scott is joining me on my first launch is incredible.”

The PUMA Creeper transforms the classic PUMA Suede that was historically made popular by athletes in the 70’s and 80’s, beloved by punk bands, b-boys and skaters and today a style favorite of Rihanna. Upping the ante to the Suede is a platform or “creeper” sole married with a variety of fresh colorways and material combinations. Rihanna also took style advice from Los Angeles-based menswear designer Mr. Completely, to round out the PUMA Creeper design.

The first three colors of the PUMA Creepers, priced at INR 7,999 be available at select PUMA outlets in India starting November 20th . Pre -order your own pair of PUMA creepers starting today from the Linking road PUMA store in Mumbai and CP store in Delhi.

ABOUT PUMA

PUMA is one of the world’s leading Sports Brands, designing, developing, selling and marketing footwear, apparel and accessories. For over 65 years, PUMA has established a history of making fast product designs for the fastest athletes on the planet. PUMA offers performance and sport-inspired lifestyle products in categories such as Football, Running, Training and Fitness, Golf, and Motorsports. It engages in exciting collaborations with renowned design brands such as Alexander McQueen and Mihara Yasuhiro to bring innovative and fast designs to the sports world. The PUMA Group owns the brands PUMA, Cobra Golf, Dobotex and Brandon. The company distributes its products in more than 120 countries, employs more than 10,000 people worldwide, and is headquartered in Herzogenaurach/Germany. For more information, please visit http://www.puma.com<http://www.puma.com/

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Rihanna Named Global PUMA Ambassador

India, 18th  December, 2014 – Today, PUMA and Global Cultural icon Rihanna, announced a new multi-year partnership, kicking off in January 2015.  Rihanna will become PUMA’s global ambassador for Women’s Training and serve as the PUMA Women’s Creative Director, bringing her styling sensibilities and innovation to PUMA’s collections.  Embodying everything that PUMA stands for, Rihanna’s unstoppable spirit, creative energy and prowess both on and off the stage, make her the perfect representation of the PUMA brand.

Through this partnership, Rihanna will be the face of PUMA’s Women’s Training category. Fans can anticipate PUMA and Rihanna taking a fresh, forward thinking and non-traditional approach to sports, fitness and lifestyle – fusing Rihanna’s personality, love of sports, spirit and style into the growing footwear and apparel segment. No stranger to breaking the mold with beauty, fashion and lifestyle trends, Rihanna, with PUMA’s support, will bring her personal touch and creativity to the athletic world.

Rihanna will also assume the role of PUMA’s Creative Director for the category, directly influencing product collections as early as 2015, and working in partnership with PUMA’s Internal Product Creation team. These collections will be designed with the goal of strengthening women in training sessions and beyond, and inspiring confidence in their bodies and themselves – the exact confidence for which Rihanna is so well known and celebrated. As part of her role, Rihanna will work with PUMA to design and customize classic PUMA styles as well as create new styles to add to the PUMA product portfolio.

Speaking about the new partnership with PUMA, Rihanna said: “It’s great to find a brand that celebrates strength and individuality. I couldn’t think of a more perfect partner to collaborate with as a creative director. I’m excited for you to see what Puma and I come up with.”

Rihanna will play a starring role in PUMA’s brand campaign, Forever Faster and be featured along with many of PUMA’s world-class athletes such as Usain Bolt and Sergio Aguero. PUMA and Rihanna will launch several fan activations throughout the partnership around the world such as consumer and retail events, training and fitness related social media content, and product programs.

Bjørn Gulden, CEO at PUMA commented: “Signing Rihanna is a fantastic step for PUMA. Her global profile, her charisma and individuality, her ambition – all these things make her a perfect ambassador for our brand. She also aligns perfectly with the values PUMA strives for: to be Confident, Brave, Determined and Joyful. With a strong portfolio in football, running and motorsport, finding an inspiring partner for women’s training was very important. Rihanna was a natural choice for us. We’re delighted to have her as a partner, and we’re looking forward to what’s to come.”

Adam Petrick, Global Brand & Marketing Director for PUMA said, “Rihanna brings joy to audiences around the world but also ignites and awes. PUMA admires her for never waiting for the next big thing, but more so for driving what happens next – in fashion, style, music and soon to be – sports. We can’t wait to empower women worldwide with Rihanna – she demonstrates a body confidence and determination that is the exact representation of the PUMA Woman.”

Anxious to learn more? Follow PUMA and Rihanna’s journey on Instagram (@PUMA and @badgalriri), Twitter (@PUMA and @rihanna) and Facebook (facebook.com/PUMA and facebook.com/Rihanna) and online at www.puma.com and www.rihannanow.com.

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