Rihanna is not only “igniting” the music business, but Puma’s sales as well. The sportswear brand wants to “[own] the space between the gym and the runway,” (fit has gone glam after all) and has zeroed in on female consumers, stating, “The future is female…we see more and more women across the world are doing sports.” In 2014 they took on style-icon Rihanna as their creative director, and a sneaker-line designed by the singer provided a boost for their reported 17.1% growth at the end of 2015. (Quartz)
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