With rumors swirling for weeks, it appears the Puma x Rihanna relationship has become official. Puma made a bold announcement, naming Rihanna not as brand ambassador or announcing a collaboration, instead naming the pop star “Creative Director”. The bold move comes as Pharrel, Kanye, Pusha T and more have taken rolls at adidas, forging ahead in a market Nike has neglected. Does this mean the swoosh has yet another strong competitor stepping in the ring, or will Puma keep their place behind the top dogs? A lot will unfold in 2015, stay abreast of the changing sneaker world here at Modern Notoriety.