"The future is female ... we see more and more women across the world are doing sports," Puma's Chief Executive Bjorn Gulden told a news conference. "We feel we can be the brand that owns the space between the gym and the runway."
How it is working to dominate the runway, you ask? Well, the German sportswear brand tapped music superstar Rihanna, for one thing, and it partnership is going swimmingly. According to Reuters, "Strong demand for sneakers designed by singer Rihanna helped Puma achieve higher-than-expected sales growth in the fourth quarter and the German sportswear firm said on Thursday a busy sports calendar should help it in 2016."
Puma, which fell out of favor as a fashion brand for women, has made tapping into the booming female sportswear market a key part of its strategy for getting back into the race with industry leaders Nike and Adidas.
And in addition to Rihanna, Puma is also looking to reality television star Kylie Jenner, who will serve as a Puma brand ambassador.