One of Puma's best ideas was to name Rihanna their women's creative director because the company has seen some major results.
According to Bloomberg, Puma's fourth quarter reports managed to exceed expectations, with sales increasing 17.1 percent after announcing their partnership with Rihanna. The company's 2015 fourth quarter earnings hit close to $975 million.
Puma CEO Björn Gulden stated, "She [Rihanna] can sell sneakers and Puma is onto something here which we haven't seen yet in the women's area."
Fenty x Puma, Rihanna's recent collaboration with the brand, just made its fashion week debut last week with fans already eager to get their hands on it.