After much anticipation from fans and the fashion community, Puma's latest campaign starring Rihanna debuted on Instagram Wednesday. Though RiRi herself isn't an Olympic athlete or renowned for her long-distance running skills, the singer and fashion plate is the very definition of the word "active." Between her chart-topping hit music and red carpet "Best Dressed" list-worthy ensembles, Rihanna is a multidimensional modern woman, a fact highlighted by the campaign's text.
"An icon who does it all needs a shoe that can keep up. Introducing the Pulse XT, worn by @badgalriri.#ForeverFaster," the Instagram caption reads, and indeed, aren't the women millennials most aspire to be those who are athletic, creative, sartorially talented, and intelligent simultaneously? It is no longer fashionable to conceal one's fitness and sporting capabilities, proven by the number of women speed-walking between a 6 AM spin class and their first morning meeting in Lululemon leggings and a corresponding pair of neon sneakers.
If Rihanna's Puma campaign further encourages women to own their extracurricular activities as much as they do their careers and relationships, it seems the brand has accomplished its objective.