Adam Wray

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Rihanna at the FENTY PUMA by Rihanna Experience on April 18, 2017 in Los Angeles.

In the Age of Influencers, Rihanna's Fenty x Puma Success Proves Musicians Still Reign Supreme

In late 2014, German sportswear company Puma turned heads when they announced an unexpected appointment: they were naming Rihanna creative director of their women’s collections. While trading on a popular musician’s cultural capital to move product is nothing new—The Beatles were schilling headphones for Koss decades before Beats By Dre—forging this sort of hands-on creative partnership represents a new approach.

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