# Songstress Sportswear Ads The PUMA Fall/Winter 2015 Campaign Features Singer Rihanna By Michael Hemsworth | Published 2015-09-10 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/puma-fallwinter-2015 References: [highsnobiety](http://www.highsnobiety.com/2015/09/10/rihanna-puma-fall-winter-2015-training-campaign/) & [us.puma](http://us.puma.com) For the brand's [first ever collaboration with a celebrity](https://www.trendhunter.com/trends/raye), [PUMA](https://www.trendhunter.com/trends/smurfs-collection) decided to snag Rihanna as its spokeswoman for the PUMA Fall/Winter 2015 campaign, which sees the sultry singer swaying gracefully in a new monochromatic advertising spot. Decked out head to toe in the brand's latest designs, the PUMA Fall/Winter 2015 campaign features Rihanna describing her reasons to train and what keeps her motivated while images of nature and conquest are projected over her body. Set to the tune of Rihanna's smash hit single "B*tch Better Have My Money (BBHMM)," the PUMA Fall/Winter 2015 campaign is sure to entice fans and athletic individuals alike to get excited for when the products hit stores in a few short weeks. ## Trend Insights (Trend Hunter) - Score: 1.5/10 - Popularity: 6% | Activity: 30% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Celeb Fashion](https://www.trendhunter.com/celebfashion) ## Key Themes ### What Makes This Trend Stand Out - **Celebrity Collaborations in Fashion:** Opportunity for brands to collaborate with celebrities and leverage their influence to appeal to a wider audience. - **Monochromatic Advertising:** Using monochromatic visuals in advertising campaigns to create a striking and impactful aesthetic. - **Music-driven Branding:** Incorporating popular music and artists into brand campaigns to create a strong emotional connection with consumers. ### Sectors Adopting This - **Fashion:** Fashion brands can explore celebrity collaborations to enhance their brand image and attract new customers. - **Advertising:** Advertising agencies can experiment with monochromatic visuals to create visually compelling campaigns for their clients. - **Entertainment:** Brands in the entertainment industry can leverage music-driven branding to capture the attention of their target audience. ## Related on Trend Hunter - [Film-Centric Fashion Capsules](https://www.trendhunter.com/trends/smurfs-collection.md) - [Global Runner-Inspired Campaigns](https://www.trendhunter.com/trends/go-wild-campaign.md) - [Athlete Celebrity Campaigns](https://www.trendhunter.com/trends/zne-collection.md) - [Jewel-Toned Singer-Collaborative Sneakers](https://www.trendhunter.com/trends/avanti.md) - [Singer-Collaborative Activewear Capsules](https://www.trendhunter.com/trends/body-is-art.md) - [Sporty Fashion Spring Campaigns](https://www.trendhunter.com/trends/1000-back.md) - [Collaborative Olympian Activewear Ranges](https://www.trendhunter.com/trends/puma-x-247-collection.md) - [Iconic Singer-Starring Campaigns](https://www.trendhunter.com/trends/saint-laurent-and-diana-ross.md) - [Athletic Beauty Collabs](https://www.trendhunter.com/trends/rematch-debuted.md)