In reply to Rory.

this means nothing for Rihanna as she already signed the dotted lines to get paid peanuts. Puma is a dead brand in the world of Nike and Adidas. Rihanna will help but I doubt she will bring a long term effect on it's popularity. This is going to be a flash in the pan partnership like MAC and RI.
Rita Whora was lucky to land her Adidas deal. Whora has a lot going on too. Rihanna deserves better and I think she was pressured to take this after seeing Rita with Adidas and Beyonce going into business with Topshop to start her line. I feel she is competing with them while not making sound business decisions. Kudos to Beyonce for owning her brand, Sportswear is a hot thing now.