Puma isn’t having a great year as far as sales go, but thanks to the recent success of its collaboration with Rihanna, the company has seen some significant growth in women’s.
Earlier this year, Puma teamed up with Rihanna for the release of a suede creeper sneaker, which is just one style in a larger footwear and apparel collaboration set to drop in 2016. The shoe was so in demand that most retailers sold out in just a couple hours.
Now, it is being reported by WWD that RiRi’s sneaker sales created steady growth for women’s, despite the company’s overall declining profit.
As result of the recent increase, Puma’s chief executive officer Bjorn Gulden tells WWD that Puma will “put even more focus on the female consumer moving forward.”
Puma named Rihanna the creative director for the women’s vertical in 2014.