MANILA, Philippines—Rihanna has returned to the PUMA family, this time as the Creative Director of FENTY x PUMA, marking the beginning of a multi-year partnership with an exciting lineup of product releases on the horizon. This revival of FENTY x PUMA seamlessly fuses PUMA’s rich sports legacy with Rihanna’s unparalleled influence in music, culture, and fashion.
Introducing the FENTY x PUMA Avanti, the inaugural footwear franchise born from this partnership. It defies convention by marrying the exquisite leather craftsmanship of PUMA’s King football boot with the iconic outsole of the heritage running shoe, Easy Rider.
Image Courtesy of FENTY.
Rihanna and PUMA have a storied history of reinventing sport-inspired fashion since their initial collaboration in 2015, which gave rise to the iconic Creeper. In the following years, they introduced numerous footwear and apparel collections, including the FENTY x PUMA trainer, the FENTY x PUMA fur slide, and more. With a remarkable presence in four fashion shows in both New York and Paris, FENTY x PUMA has played a pivotal role in elevating PUMA’s brand impact and relevance throughout the past decade.
Rihanna’s genuine passion for football and its profound cultural influence beyond the pitch served as the driving inspiration behind this unique footwear franchise. Her fresh interpretation of this timeless style opens the door to an exciting new era of sport-fashion collaborations with PUMA.
Images Courtesy of FENTY.
Rihanna and PUMA are back with their latest collaboration, the FENTY x PUMA Avanti. This unisex footwear franchise combines PUMA’s rich history in sports with Rihanna’s unique design vision, featuring vintage leather, a debossed gold-foil FENTY and PUMA CAT logo, and gum outsoles that pay homage to football’s heritage.
The partnership between Rihanna and PUMA, starting in 2015, has consistently pushed boundaries in sport-inspired fashion. The Avanti follows iconic releases like the Creeper and the FENTY x PUMA trainer, sparking excitement in the fashion world.
Image Courtesy of FENTY.
“I wanted to bring something iconic from the archives to the street,” says Rihanna. The campaign, shot by Dennis Leupold, features Rihanna alongside A$AP Nast, Pure, Felix Mallard, and talented young stars.
The FENTY x PUMA Avanti is available worldwide on puma.com and select retailers. In addition, the collection will be at PUMA Shangri-La and puma.com from September 15th, 10 PM, with a second Avanti drop coming this fall.