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Strong demand for trainers designed by singer Rihanna helped Puma achieve higher-than-expected sales growth and the German sportswear firm believes a busy sports calendar has helped it speed ahead in 2016.
Puma, which analysts say fell out of favour as a fashion brand for many women, has made tapping into the booming female sportswear market a key part of its strategy for getting back into the race with industry leaders Nike and Adidas
.It appointed Rihanna, famous for hits such as Umbrella, as creative director and the singer launched her first clothing collection for the company in New York, a goth-inspired range in black and white.
“The future is female ... we see more and more women across the world are doing sports,” chief executive Bjorn Gulden told a news conference. “We feel we can be the brand that owns the space between the gym and the runway.”
As one of the most marketable celebrities in the world, whatever Rihanna puts her name on turns into profitable gold. The arrival of Fenty Puma’s debut ready-to-wear collection once again proved just how much of the pop star’s sartorial influence resonates with consumers.
Though Puma is primarily a sports apparel brand, Rihanna’s designs lean more towards avant-garde street wear, inspired by Japanese culture with a Hot Topic twist. The result was exaggerated silhouettes in a minimal colour palette, like oversized hoodies, wide-legged track pants and cropped raglan shirts with extra-long sleeves in black, white and gray.
Starting this month, a variety of apparel, footwear and accessories are expected to go on sale, including mock neck maxi dresses, tearaway track jackets and matching pants, as well as lace-up bras, pencil skirts, sweatshirts and sweatpants. After that, expect a new release of products every month through to December.
In addition, Fenty Puma will introduce new creeper styles, the much-hyped sneaker heels from the runway show, mesh and bandana caps and a lace-up backpack.
Puma said footwear sales had grown 11 per cent, driven by strong gains in the running and training categories, of course, alongside those Rihanna-designed shoes, punk-inspired, thick-soled remakes of classic Puma suede trainers.
