Rihanna knows style. Source: Supplied

Continuing the trend of celebrity associations and endorsements of fashion brands and designer labels, the choice of Rihanna seems to be a mighty good fit.

Rihanna will become PUMA’s global ambassador for Women’s Training and serve as the PUMA Women’s Creative Director, bringing her own, eclectic style to PUMA’s collections.

“It’s great to find a brand that celebrates strength and individuality,’’ Rihanna says of the new partnership.

“I couldn’t think of a more perfect partner to collaborate with as a creative director. I’m excited for you to see what Puma and I come up with.”

Rihanna: the new face (and feet) of Puma Pic: Supplied Source: Supplied

PUMA thinks Rihanna embodies everything that PUMA stands for from her unstoppable spirit, creative energy and prowess, both on and off the stage.

Fans of the singer can anticipate PUMA and Rihanna taking a fresh, forward thinking and non-traditional approach to sports, fitness and lifestyle — fusing Rihanna’s personality, love of sports, spirit and style into the growing footwear and apparel segment.

Rihanna will also assume the role of PUMA’s Creative Director for the category, directly

influencing product collections as early as 2015, and working in partnership with PUMA’s

Internal Product Creation team.

The collections will be designed with the goal of strengthening women in training sessions and beyond, most of all inspiring confidence in ALL body shapes.

As part of her role, Rihanna will work with PUMA to design and customise classic tales as well as create new styles to add to the product portfolio.

Style Queen: Fashion Icon Award honoree Rihanna poses with her award at the 2014 CFDA Fashion Awards in New York. (Pic: Evan Agostini/Invision/AP, File) Source: AP

Rihanna will also play a starring role in PUMA’s brand campaign — Forever Faster — and will be featured along with world-class athletes like Usain Bolt and Sergio Aguero.

PUMA and Rihanna will launch several fan ‘activations’ throughout the partnership like as consumer and retail events, training and fitness related social media content, and

product programs.

“Signing Rihanna is a fantastic step for PUMA,” said Bjørn Gulden, CEO at PUMA.

“Her global profile, her charisma and individuality, her ambition — all these things make her a perfect ambassador for our brand.

Rihanna attends Rihanna's First Annual Diamond Ball at The Vineyard in LA. (Photo by Jason Merritt/Getty Images) Source: Getty Images

“She also aligns perfectly with the values PUMA strives for: to be Confident, Brave, Determined and Joyful. With a strong portfolio in football, running and motorsport, finding an inspiring partner for women’s training was very important.

“Rihanna was a natural choice for us.”

So all we all need now is the voice, the moves and hey, jackpot!