Entertainer Rihanna has been named as a global ambassador and women’s creative director for Puma.

Rhianna will serve as the face of Puma's women’s training brand, as well as directly influence product collections.

“It’s great to find a brand that celebrates strength and individuality,” says Rhianna. “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.”

Among her first initiatives will be a starring role in the Puma campaign Forever Faster, which will feature Rihanna alongside world-class athletes such as Usain Bolt and Sergio Aguero. Rihanna and Puma will also take part in fan activations around the world such as consumer and retail events, training and fitness related social media content and product programs.

The multi-year partnership between the singer and the company will kick off next month.

“Signing Rihanna is a fantastic step for Puma. Her global profile, her charisma and individuality, her ambition–all these things make her a perfect ambassador for our brand,” says Bjorn Gulden, chief executive officer, Puma. “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."