When Puma proudly published their 4th quarter earnings for 2015, the numbers showed the athletic-wear brand had surpassed their projected earning by a respectable $34.5 million. Puma’s CEO was quick to point to their budding collaboration with Rihanna as a reason for the brand’s success, particularly her ability to move footwear.

The trend has continued into Q1 of 2016, with Puma seeing a 7.3 percent increase in their sales according to Fashionista. Footwear saw the most growth within the brand, increasing 8.5 percent. While the brand doesn’t break down the numbers any further, they do cite “successful launches of women’s silhouettes” as a big factor in the increase. The recent hoopla over the plush Fenty by Rihanna slides that sold out immediately supports Puma’s sentiment.

In addition to RiRi, the brand has also begun working with Kylie Jenner to help drive sales. Unlike Rihanna, Kylie doesn’t have her own line, instead appearing in ads for the brand’s core line of products. The Kardashian clan’s social media clout is undeniable, and it has clearly extended to the German brand.