Sep 3, 2015
Rihanna stars in new Puma 'Forever Faster' campaign
Sep 3, 2015
Rihanna is starring in her second Puma campaign since signing on as the sportswear brand's Women's Creative Director.
The hitmaker, who posted a teaser video this week on her Instagram account, can be seen looking fierce in the label's second major "Forever Faster" brand campaign, which asks the question: "What are you training for?" Styled in a cross-back sports bra, track pants and bulky parka with her hair kept loose and natural-looking, the singer certainly looks like she means business. She also sports the brand's Ignite XT sneakers -- a high intensity training shoe with a responsive designed to maximize energy and movement.
The Forever Faster campaign aims to focus on training and put "more positivity back into sport" for a stronger game. "The more energy you put in, the more you get back," says the brand. "Puma Training swaps excuses for endorphins and aims to be faster, stronger, fiercer. No matter what."
Rihanna stars alongside some heavy-hitters including the world's fastest man Usain Bolt, the Arsenal Football Club striker Sergio Agüero and the Cuban National Boxing team. The campaign centers on a film series, shot over the course of four weeks, which offers a sneak peek into each of the star's training regimens, their motivation tips and their tactics.
Since signing up to work with Puma earlier this year, Rihanna has starred in the sportswear brand's first Forever Faster campaign and curated a selection of 26 products for the label. She is also set to design her own range for the brand, which will launch in 2016. Announcing her role as brand Ambassador and Creative Director, Puma said, "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."
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