Global icon Rihanna and sports company PUMA have officially launched their newest product franchise together. Rihanna returns to the brand as the Creative Director of FENTY x PUMA with a multi-year partnership and several product launches in the pipeline. The return of FENTY x PUMA blends PUMA’s deep history and heritage in sport with Rihanna’s iconic stature as a leader in music, culture and fashion.
The FENTY x PUMA Avanti, the first footwear franchise of the partnership, is an unconventional mix of two PUMA icons blending the high-quality leather design of the King football boot with the outsole of the heritage running shoe, Easy Rider.
Rihanna and PUMA have a history of launching disruptive fashion takes on sport styles over the course of their relationship together – starting in 2015 with the iconic Creeper. Rihanna and PUMA launched several footwear and apparel collections over the course of 2015 – 2018, including the FENTY x PUMA trainer, the FENTY x PUMA fur slide, and much more. With four fashion shows in both New York and Paris, FENTY x PUMA served as a catalyst for PUMA’s brand impact and relevance over the past decade.
As Creative Director, Rihanna’s first FENTY x PUMA campaign – shot by Dennis Leupold with a set design inspired by the pentagon shape and stitching on a football – features notable names including Rihanna, A$AP Nast, Pure, Felix Mallard as well as two young kids.
The FENTY x PUMA Avanti is available worldwide on puma.com and select retailers beginning 15 September 2023 at 10am EST. A second Avanti drop will follow this fall. More details to come.
