It seems as if this deal has gone beyond just a simple sneaker collab. Rihanna has been crowned the new Creative Director for the famous company. Rihanna will take a “hands-on approach,” WWD reports, working on Puma’s fitness and training collections across apparel as well as shoes. She “will work with Puma to design and customise classic Puma styles as well as create new styles to add to the Puma product portfolio,” Puma said in a statement today. Perhaps the original plan was to do a cool collab… then Rihanna’s team said, ” No, we want to completely takeover this company”. Who knows… but I hope Puma thought this through very carefully. This could change the face of Puma as we know it. For better or for worse.