DESPITE its third-quarter profits dropping by more than a third, Puma’s bottom line was helped considerably by its growing women’s footwear category, which this year was buoyed significantly by its creative collaboration with Rihanna, the brand revealed this week.

“The launch of the first Puma by Rihanna shoe, the Creeper, has been extremely successful and most retailers have sold out within hours or days,” Puma’s chief executive officer, Bjorn Gulden, told WWD of the collection. “We have generally seen a very positive development in our women’s business and we will put even more focus on the female consumer moving forward.”

Rihanna Helps Puma's Profits
Photo by Rex Features


qatar airways

Photo: Bryan Bedder/Getty Images for Christian Dior