The Beyoncé Arcadia tie-up confirms a key shift in sportswear marketing, according to WGSN’s Director of Active, Clare Varga: “The most interesting thing with this range is it marks the shift we have been seeing for a while now from sports star based marketing to a new generation of fitness celebrities.”
“These women are the aspirational fitness models of today and they can sell sportswear. You look at the ranges that Stella McCartney is doing for Adidas nowadays, they may be designed for sport but also very much for Instagram, which is where these stars play on a massive scale.”
Varga added: “The difference that Beyoncé and Topshop has on Puma’s collaboration with Rihanna, or Adidas’ with Kanye West is she does workout, she is a dancer by trade, has a life that is immersed in health and wellbeing and she can span that sports and street wear crossover with credibility.”
But this is more than your average celebrity tie up. Queen B, as the star is affectionately known, has formed a 50-50 joint venture with Topshop to launch the brand, called ‘Parkwood Topshop Athletic’, and both parties are obviously hoping it will turn into a runaway success and long-term relationship.
Rihanna doesn't just represent Puma she is the creative director for the female line.
And she does workout for sure to have that body, she isn't as strong as Bey but still.
That person should have waited until the numbers roll in to start making these judgments. PUMA and Rihanna as well as Adidas and Kanye are already amazing success stories. They should worry about Bey's line making the same splash considering her track record with fashion.
I think her point is that people associate Beyonce with physical fortitude, perfection, and health. That isn't Rihanna or Kanye's brand.
Non of that matters...what we know for a fact is that PUMA's stock and sales have risen since Rihanna joined as a creative director so clearly her brand is believable. She has a great body and she's in great shape and girls all around the world envy her body and that's one of the reasons why her partnership with PUMA has been a success.
)but he can stay pressed tbh
