Starting next month, Rihanna will become the German brand’s “global ambassador” for women’s fitness and serve as its creative director for women’s products, the company said. She will directly influence the product-design process starting as soon as this spring, Puma said.Retro-style sneakers and athletic-looking attire have been part of Rihanna’s stage and street persona for years, and that made her appealing to Puma, Mr. Gulden said. “She has, by her nature, been involved in the glamorous side of life and is also very sporty, which is the perfect combination for us.”So how much is Riri’s contract worth? Before the deal was inked, a source told NY daily news that Puma is paying Rihanna just over $1 million. The signing is part of Puma’s push to transform the performance sports brand into a lifestyle brand.