The ongoing collaboration between Puma and Rihanna, and it’s recent partnership with Kylie Jenner seems to have sent a boost into Puma’s sales. In the first three months of 2016,Puma’s currency-adjusted sales have increased by 7.3 percent to $852 million, which is approximately $973 million, according to Fashionista.
This recent growth in sales is attributed to its footwear division. Puma highlighted Rihanna’s New York Fashion Week show as a driver for sales since it ultimately resulted in her Fenty trainers and fur slides flying off the shelves. As Fashionista points out, the company doesn’t name Jenner specifically in its report, but the teen promoting the brand on her social media accounts have also contributed to the increase.
In 2015, Rihanna was named “The Most Marketable Celebrity in the World” so her ability to sell product comes as no surprise.