Since her Super Bowl halftime performance, Rihanna has been making her way back to the spotlight. Next stop: PUMA.

On March 1, the company let everyone in on the secret that the pop star has made her return.

“She’s back,” PUMA shared in a cryptic Instagram post. 

While no additional details of the re-collaboration have been shared, it’s apparent that the first go-round was a success.

According to PAPER Magazine, Rihanna’s impact as the face of PUMA reportedly brought its revenue to nearly $1 billion.


Inside Rihanna’s Previous Lucrative Link-Up With PUMA

Back in 2014, the “Lift Me Up” singer joined the company as its Women’s Creative Director and Global Ambassador for Women’s Training. Under her role, Rihanna influenced product collections, worked with PUMA’s internal product creation team, and launched several fan activations, including consumer and retail events, training and fitness-related social media content, and product programs, the news release detailed.

What’s more, she worked with PUMA to design new styles for its product portfolio with Fenty x PUMA.

“It’s great to find a brand that celebrates strength and individuality,” Rihanna said in a press statement at the time. “I couldn’t think of a more perfect partner to collaborate with as a creative director. I’m excited for you to see what PUMA and I come up with.”

The main mission of the partnership was for Rihanna to play a role in both strengthening and inspiring women to be confident.

“Signing Rihanna is a fantastic step for PUMA,” said Bjørn Gulden, CEO at PUMA. “Her global profile, her charisma and individuality, her ambition – all these things make her a perfect ambassador for our brand. She also aligns perfectly with the values PUMA strives for: to be Confident, Brave, Determined and Joyful. With a strong portfolio in football, running and motorsport, finding an inspiring partner for women’s training was very important. Rihanna was a natural choice for us. We’re delighted to have her as a partner, and we’re looking forward to what’s to come.”

And a “fantastic step” it was.

Officially kicked off in 2015, the Fenty x PUMA line went on to create the Creeper, its widely popular suede platform sneaker.

According to Complex, the sneakers later sold out. What’s more, the partnership’s apparel line debuted with a Fall 2016 presentation at New York Fashion Week and concluded with its Spring 2018 offering. 

As of now, it’s on the hush about what’s in store for the reunion of Fenty x Puma, but whatever is — and if Rihanna is involved — it’s likely to be destined for greatness.