Puma's ongoing collaboration with Rihanna, and it's recent partnership with Kylie Jenner, are really paying off for the brand. 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.
Once again, the recent growth in sales is attributed to its footwear. Overall the segment grew 8.5 percent, and was largely supported by its women's silhouettes. The company 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.
Since Puma brought Rihanna on as a creative director for the women's vertical in 2014, it has continued to see steady growth. Sales skyrocketed after the first release of her suede creepers, and have continued upward. In the fourth quarter of 2015, Puma's earnings surpassed its expectations, in large part because of Rihanna, and currently its profit is up four percent over last year to €25.8 million (around $29.5 million).
Rihanna's ability to drive sales for Puma is not surprising considering she was named the most marketable celebrity in the world in 2015. Her impressive ability to sell products has attracted several other brands that are hoping to cash in on her unrivaled success.