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Kylie Jenner joins Rihanna as an it-girl ambassador for Puma

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Photo: Instagram/@puma

Rihanna, and Kylie, and—Puma? Oh my.

First Puma brought pop star Rihanna on board as its creative director. (She showed her first full collection for the fitness brand, dubbed Fenty Puma by Rihanna, during last month’s New York Fashion Week, and the first pieces launched and quickly sold out within only a few weeks.)

Now the brand with the pumped-up kicks is boosting its celeb cred with the addition of a Kylie collaboration, Racked reports. As in, of course, Kylie Jenner.

Photo: Instagram/@kyliejenner

The youngest of the Keeping Up with the Kardashians clan signed on as a brand advocate in early February, along with an announcement of her first campaign with the brand: the launch of the new fitness footwear style, aptly called the Fierce, which officially launched today on their site.

Puma is putting a great deal of focus and emphasis behind our women’s business; this campaign and launch of the Fierce is the latest in many tactics and innovations to support women’s training,” said Adam Petrick, Global Director of Brand and Marketing for Puma, in a press release for the brand. “Kylie Jenner represents the young and bright future of fashion and fitness for women and we are excited to have her be the face of this campaign.”

With BadGal RiRi and Kylie on board, Puma seems to be positioning itself as the brand with the edgy-girl factor. Meanwhile, Adidas’ most recent campaign boasts the likes of fit-and-fierce supermodel Karlie Kloss and tennis pro Caroline Wozniacki. Consider it the battle of the sporty cool girls. Your move, Nike.

Originally published February 19, 2016, updated March 31, 2016.

Some celebs are doing more than repping fitness and wellness brands—they’re starting them. And we’ve rounded up the best of the bold-faced bunch