The direction introduced on Rihanna’s run of signature footwear models continues to influence products put out by Puma. While Rihanna is no longer employed by Puma, the partnership bore fruit for both sides. From a product standpoint, the partnership began in January of 2015 and lasted into her Spring 2018 collection. In 2014, Rihanna was named Creative Director and Brand Ambassador at Puma. It also paved a lane for other musicians to transition their talents into new titles at big brands. Swizz’s success as a Creative Director at Reebok soon opened the door to take on the same role at Bacardi. We would not see Verzuz now if it wasn’t for all the steps he took as a creative director.” “He took the time, went to Harvard, and did the work. “Swizz is one of the guys that got it right,” says Henderson. During his tenure at Reebok, Swizz helped sign rappers ranging from Rick Ross to Travis Scott, had Meek Mill model in brand campaigns, and assisted in the release of retro products tied to Allen Iverson, Shaquille O’Neal, and Shawn Kemp.įurthermore, his involvement in the Kamikaze III - a modern extension of Kemp’s famed footwear franchise - was not only unique aesthetically, but introduced a counter-culture rollout to retro products by bringing out something new first to add momentum to models of the past. Embed from Getty Imagesĭespite doubters, the Ruff Ryders head honcho provided tremendous energy and growth to the brand’s Classic category. At the time, the move surprised some industry experts, as Swizz was well known for his prowess as a producer and collector in the visual arts world, but was less storied as a steward of sportswear.
In 2011, Swizz Beatz was appointed as Creative Director at Reebok. The big brand embrace of hip-hop culture and the cool cache associated with the title creative director both boomed, blossomed and busted over the course of the 2010s. A History of Hip-hop Artists as Creative Directors Some partnerships have mastered the art - but several have fallen flat. However, the tale of the tape regarding hip-hop icons making an impact at big brands proves less about immediate buzz and more about sustained visibility backed by palpable modernization. Her appearance alone added immediate credence to the appointment (and visibility on Page Six). In only her second day on the job, Cardi B proved that branding notion as she arrived at Playboy’s Art Basel Party adorning an iced-out bunny chain with a Prada dress. “Playboy is synonymous with hip-hop, whether it’s the Playboy bunny as tattoos or car stickers.” “There are two iconic brands in hip-hop that were not created for hip-hop but became part of it: Playboy and Scarface,” states Henderson. A post shared by Cardi B Playboy’s history of highlighting hip-hop is spotty at best, the embrace of the Playboy brand within hip-hop culture has long been dynamic.
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