Puma recently announced that they've hired the one-and-only Rihanna to be the creative director for their women's line and for their shoes, and collaborations will begin to drop as early as 2015. Rihanna has also been appointed global brand ambassador and she will not only design and customize classic Puma styles but will also create edgy new designs for the Puma portfolio. She shared her new position by sharing a photo of herself in their Germany-based office in front of a wall that read: "Calling all bitches so your elbows rub the other girls the wrong way. Damn the whiners. Damn the stitches. They only feel your fury. Calling all those who follow their instincts because when we are at our most primal, we are forever faster."
Rihanna is the perfect fit for this position. She is a Puma. These incredible animals are solitary, except while breeding, and can be active during the day or night but are most active during dawn and dusk. Pumas hunt over a large area and do not have permanent homes, thus epitomizing women who are independent, fearless and adaptable-three qualities that are critical components of modern-day bad assery.