Rihanna’s First Ad for Puma Is All About Athleisure

Here’s an early look at Rihanna’s new ad campaign for Puma, which suggests the future is normcore (and, like it or not, it includes tube socks and sweatshirts tied at the waist.)

On Wednesday, Puma tweeted, “An icon who does it all needs a shoe that can keep up. Introducing the Pulse XT, worn by @Rihanna. #ForeverFaster.” Rihanna has been linked to the brand since 2014, when she was named a creative director for its womens’ line as well as its global ambassador.

As part of Rihanna’s contract with Puma, she is required to wear it exclusively for sportswear and streetwear, though she can wear whatever she wants on the red carpet.

Previously, Puma has worked with designer Hussein Chalayan and Solange Knowles. Their most recent ‘Forever Faster’ campaign featured athletes like Usain Bolt and footballer Mario Balotelli. But let’s face it, most people would rather take style tips from RiRi.

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