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Puma names Rihanna as women’s creative director

Singer Rihanna poses at the First Annual Diamond Ball fundraising event at The Vineyard in Beverly Hills, California December 11, 2014. REUTERS/Mario Anzuoni

(Reuters) – Germany’s Puma appointed singer Rihanna as its women’s creative director on Tuesday to develop its women’s wear, the latest move by a sportswear firm to tap into the booming market for female leisure gear.

Singer Rihanna poses at the First Annual Diamond Ball fundraising event at The Vineyard in Beverly Hills, California December 11, 2014. REUTERS/Mario Anzuoni

Puma said in a statement that the multi-year deal would involve Rihanna becoming the face of the Women’s Training category, joining celebrities like Olympic champion sprinter Usain Bolt as brand ambassador.

(Reporting by Emma Thomasson; Writing by Arno Schuetze; Editing by Michael Urquhart)

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