Rihanna 'Ignited' Puma's Women's Business, Though the Brand's Profit Dropped in 2015

Wonder to what extent Kylie Jenner's influence will blow up the brand.
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Eliza Brooke
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Wonder to what extent Kylie Jenner's influence will blow up the brand.
Photo: Dimitrios Kambouris/Getty Images

Photo: Dimitrios Kambouris/Getty Images

Reporting its 2015 financial results on Thursday, Puma noted that Rihanna's first shoe designs for the brand have 'ignited' its women's business and helped its footwear category achieve sales growth of 11 percent, bringing in €360.8 million. That's totally unsurprising, of course: The singer, who showed her first Fenty for Puma collection at New York Fashion Week earlier this week is, by some counts, the most marketable celebrity out there at the moment. And her work with the German sportswear company hasn't even hit stores in full yet.

Puma's performance wasn't perfect across the board. Though it closed out the year with strong fourth quarter growth across all of its categories, profit dropped from €64.1 million in 2014 to €37.1 million last year, partly due to adverse currency effects.

Fortunately, Puma has some potentially lucrative events to look forward to, including the upcoming summer Olympics in Rio and a spring/summer women's campaign confirmed to be starring an 18-year-old from Los Angeles named Kylie Jenner. Is it a thirsty hire? Sure. But given how quickly the youngest Ms. Jenner moves product, we'd guess that a year of her and Rihanna's combined influence will have done really good things for Puma's women's business by this time next year.