PUMA: Stick It, Kanye ... We Signed Kylie!!!

Kylie Jenner is a spokesperson for the direct rival of Kanye West ... PUMA.

It's a stunning development ... because remember, just a week ago Kanye tweeted, "1000% there will never be a Kylie PUMA anything."

We're told Kylie will be in the Spring/Summer women's training campaign, which launches in April.

PUMA says Kylie represents, "a fresh and exciting new era for fashion and we couldn't think of a more fitting and influential female to headline this campaign."

Remember, Kanye called out PUMA, telling them, "PUMA, we gone give you your measley million dollars back!!! Never try to divide the family!!!"

Family divided.