The global superstar and fashion icon makes an exhilarating return to the footwear scene, blending sports with high fashion in a fresh collaboration with PUMA.
- Apr 18, 2024
AceShowbiz - Rihanna made a striking appearance at the launch of her new Fenty x PUMA collaboration in London. Sporting an oversized cream ensemble and a dramatic blonde fringe, she oozed style at Tobacco Dock. The launch featured the debut of the Fenty X Puma Creeper Phatty Earth Tone sneakers, available in earthy hues.
Rihanna's partnership with PUMA is in a new phase, focused on football-inspired designs. She draws inspiration from the sport's universal appeal and the legendary Brazilian player Pele. The new collection includes the Avanti, a hybrid sneaker that combines the King football boot and the Easy Rider running shoe.
Fenty x PUMA is making its return to footwear with the Avanti sneaker, priced at $160. The sneaker features a vintage leather upper, foldable tongue and gum sole, available in black and white or silver. Rihanna's personal touch is evident in the shoe's elevated details, and she has also ensured that it is available in children's sizes.
The Avanti launch follows Rihanna's hiatus from the Fenty x PUMA collaboration since 2017. With the expansion of her Fenty Beauty and Savage x Fenty empires, she is now ready to reignite the footwear game. The brand's roots in sneakers are showcased in the new release, a departure from the apparel collections and New York Fashion Week presentations it had previously hosted.
Rihanna's love of football, coupled with the sport's influence beyond the pitch, inspired the footwear franchise. Her personal take on the classic Avanti style marks a new era of sport fashion collaborations with PUMA. The launch emphasizes the inclusion of the entire family, offering a collection that appeals equally to children and adults.
Rihanna's partnership with PUMA has garnered major excitement within the company. Bob Philion, president and CEO of Puma North America, said, "She moves culture, sets trends and she certainly can move our business. Fenty is stronger now than it was when she was with us before."
Rihanna's innate ability to constantly reinvent herself and her impact on culture have made her an icon. Her fashion boldness and embrace of motherhood have revolutionized pregnancy style. Brands yearn for her authenticity, and PUMA is betting big on the superstar once again.
The Fenty x PUMA Avanti launches worldwide on Puma.com on September 15. A second drop will follow in the fall. The label has several more product launches in the pipeline, ensuring that Rihanna's partnership with PUMA is back with a vengeance.
