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Rihanna boosts Puma sales

FashionBy Sunday World
Rihanna boosts Puma sales

Rihanna has boosted Puma's sales.

The 27-year-old singer teamed up with the German sportswear company earlier this year for the release of the suede creeper sneaker, and has managed to pull its profit up by a large amount over the past few months.

But the 'Diamonds' hitmaker isn't just modelling the range as she was also announced as the new creative director of Puma last year and joins Olympic runner Usain Bolt and Mario Balotelli as a global ambassador for the brand.

The company said previously: "[Rihanna will] work with Puma to design and customise classic Puma styles as well as create new styles to add to the Puma product portfolio."

According to Puma's chief executive, Bjørn Gulden, the raven-haired beauty was the "natural choice" and is the "perfect ambassador" for the brand.

He said earlier this year: "Signing Rihanna is a fantastic step for Puma. Her global profile, her charisma and individuality, her ambition - all these things make her a perfect ambassador for our brand. With a strong portfolio in football, running and motorsport, finding an inspiring partner for women's training was very important.

Meanwhile, the 'Rude Boy' hitmaker is no stranger to the fashion world having previously designed an underwear and jeans collection for Armani in 2011 and a clothing line for British high street store River Island.

She has also released four women's perfumes, a men's fragrance, Rogue Man, and two make-up ranges.