Rihanna is now Puma's women's creative director, Business Standard reports.

The German sportswear mega-firm signed the best-selling pop artist in an effort to boost the company's somewhat stagnant sales.

Like Us on Facebook

The company believes Rihanna, as the face of the company's female sportswear, would enable the company to get a slice of the expanding female leisure gear market.

In a statement, Puma revealed that the actress agreed on a multi-year deal January 2015 onwards.

Rihanna would definitely grace company campaigns in the women's training category, joining the ranks of celebrities, including Olympic sprinter Usain Bolt, as the company's brand endorsers.

Puma has been focusing its efforts-and spending-on heavily marketing its many sports gears. It has entered a kit deal with the English soccer group Arsenal, as well as financing substantial advertising campaign to reverse the decline of its market share, while top competitors, like Nike and closest German rival Adidas, are steadily gaining their lead in the market.

Puma's Chief Executive Office, Bjorn Gulden, revealed that it is important that the company could find the right woman to represent women's training and inspire other women as well, as much as it is necessary that the leisure gear complement the brand's already-entrenched presence in football, running and motorsport.

Furthermore, Gulden said the company decided to pick Rihanna because they find just the right choice. With her already-established global profile, charisma and individuality, the artist's total personality makes her the ideal ambassador for their brand.

Puma is confident that Rihanna would have a significant impact in influencing consumers to try on their product.

TagsRihanna, Puma