Redirecting player damage

[Bio beast]

 {Purphoros, God of the Forge} can the enter the battlefield damage be redirected to a planeswalker they control?

[Cender]

306.7.: If noncombat damage would be dealt to a player by a source controlled by an opponent, that opponent may have that source deal that damage to a planeswalker the first player controls instead. This is a redirection effect (see rule 614.9) and is subject to the normal rules for ordering replacement effects (see rule 616). The opponent chooses whether to redirect the damage as the redirection effect is applied.

[Bio beast]

By reading that I would say yes it can.

Thank you