Not only did Rihanna's PUMA Creepers win the Shoe of the Year award (beating Kanye who previously held the top spot), but it's no coincidence that PUMA's strategy of targeting female shoppers has been boosting sales. The German sportswear company reports that third-quarter sales were better than expected, with help from their celeb ambassadors.
“We have seen a solid improvement in the sell-through of our products at retail in the third quarter. New product lines like the Fierce, the Platform, the Ignite Dual and the Fenty lines have shown to be ‘right’ for the consumers and our marketing with personalities like Rihanna, Kylie Jenner, Cara Delevingne and, of course, the unbelievable performance of Usain Bolt, have increased our brand heat,” chief executive officer of Puma Bjørn Gulden told WWD.
Earnings from July to September spiked 98 percent to $44.1 million USD — nearly double the earnings from the same period a year ago. Total sales increased by 8.3 percent to $1.11 billion with footwear being the strongest category and major growth across Europe, Middle East, Africa and the Americas. At this momentum, quarter four should be a good one for PUMA, too.