Marketing Currents - Business and Marketing Current Events

Rihanna And PUMA Reunite After She Previously Helped The Brand Reach Nearly $1B In Sales

Since her Super Bowl halftime performance, Rihanna has been making her way back to the spotlight. Next stop: PUMA.

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Discussion Questions:

  1. What is celebrity endorsement?
  2. What is influencer marketing?
  3. Are they the same thing? Why or why not?
  4. Which best describes the relationship between Rihanna and PUMA?
  5. Why do you think businesses and brands want to align their products and services with celebrities?
  6. How do you think they determine which celebrities to partner with?
  7. What impact did Puma’s relationship with Rihanna have on the brand?
  8. Why are communications important in business?
  9. What are the different ways a business or brand can communicate key information to consumers?
  10. Why do you think they chose to tease Rihanna’s return to the brand through a cryptic Instagram post?
  11. Why do you think they chose Instagram rather than another social media platform?
  12. Do you think the reunion will be as successful for PUMA and Rihanna as it was before? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.