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

PUMA is celebrating the power of Black excellence with a new platform that reminds us that we are legends. Led by a team of Black designers, the new storytelling and product development platform — We Are Legends — aims to champion the “new” in Black culture, versus just the rich history of the past. Courtesy of PUMA “The collection seeks to honor the Black creatives trailblazing influence on cultural progression around the globe and strives to empower and amplify the voices of our Black community—our legends,” a press release reads.

Elaine Thompson-Herah has found a new home. On July 14, the fastest woman alive made the official announcement that she signed with PUMA.

LaMelo Ball is already off to a stellar year. The NBA Rookie of the Year and Charlotte Hornets Point Guard is launching an esports brand — MB1 Gaming — with the help of technology company One Up. The platform will support MB1 Gaming by providing the operating system and resources needed to thrive in the world of esports through the latest One Up OS platform. “We are excited to partner with stars like LaMelo in the creation of their own esports brands and communities through One Up’s turn-key technology platform,” One Up CEO Brandon Pitts said in a press release. “Many professional athletes are big gamers and are looking for unique ways to use their own gaming fandom to ignite and expand their fanbase. We are completely democratizing competitive esports, and providing gamers with the infrastructure to either compete and monetize their skills or launch their own esports business.”

Vertical Academy’s Mikey Williams recently landed a deal that could possibly open opportunities for the futures of high school basketball players. On Oct. 29, the 17-year-old — who is eligible for the 2024 NBA Draft — signed a multiyear footwear and apparel endorsement deal with Puma, making him the first American high school basketball player to sign a sneaker deal with a global footwear company, ESPN reports. The historic announcement was made on social media with a trailer of Williams titled, “Not Yet Rated.” The trailer is here. Welcome to the fam Mikey Williams @619PRESIDENTIAL 🐾 NOT. YET. RATED. pic.twitter.com/JPdr6g0ji4 — PUMA Basketball (@PUMAHoops) October 28, 2021 “I am excited to join the Puma family this early in my basketball journey,” Williams said. “Puma really understands how to mix hoops and culture, two things I am passionate about.” Along with being ranked as the 11th best prospect in his high school class by ESPN, Williams’ has over five million followers across...

Women’s Wear Daily reports that PUMA just snagged iconic celebrity stylist June Ambrose as their new creative director. A fashion icon, with 200 music videos and two decades of experience under her belt, Ambrose is responsible for some of hip hop’s most iconic looks. From Missy Elliott’s inflatable garbage bag suit in “The Rain (Supa Dupa Fly)” music video to Diddy’s shiny suit in “Mo Money, Mo Problems,” Ambrose has carved her own lane as an award-winning stylist, author, costume designer, and creative director. “There are very few people that indisputably shift culture. That is something June has done for over 25 years. Her pure energy and spirit come to life through her fashion and designs,” Jay-Z said, according to VOGUE. Because of Them We Can reports Jay-Z signed on as creative director of PUMA Hoops in 2018. His confidence in Ambrose’s talent and capabilities led the hip-hop mogul to introduce her to PUMA global director of brand marketing Adam Petrick and CEO Bjørn Gulden to...