Global icon Rihanna and sports company PUMA have officially launched their newest product franchise together. Rihanna has returned to the brand as the Creative Director of FENTY x PUMA, entering into a multi-year partnership that will include multiple product launches in the near future.
The collaboration between FENTY x PUMA combines PUMA’s rich history and tradition in sports with Rihanna’s influential status as a leader in music, culture, and fashion.
The inaugural footwear franchise of this partnership, the FENTY x PUMA Avanti, is a unique fusion of two iconic PUMA styles – the King football boot’s premium leather design and the outsole of the classic running shoe, Easy Rider.
Rihanna and PUMA have a history of launching disruptive fashion interpretations of sports styles throughout their partnership.
From 2015 to 2018, Rihanna and PUMA introduced various footwear and apparel collections, including the FENTY x PUMA trainer and the FENTY x PUMA fur slide. With the staging of four fashion shows in New York and Paris, FENTY x PUMA greatly contributed to PUMA’s brand impact and relevance in the last decade.
Rihanna’s passion for football and its significant influence beyond the field inspired this footwear franchise. Her unique take on this classic style opens the doors to a new era of sports fashion collaborations with PUMA.
Additionally, it was crucial for Rihanna and PUMA to guarantee that this launch is accessible to everyone in the family, providing a collection that appears equally stylish on children as it does on their parents. The Avanti, previously worn by iconic figures and now reimagined by Rihanna, is also available as a shoe suitable for both adults and children, regardless of gender.
In 1968, the original PUMA king football boot was created and worn by esteemed figures such as Eusebio, Pelé, and Maradona.
In 1978, the PUMA Miele introduced a new line of jogging shoes that would eventually develop into the PUMA Easy Rider.
In 1998, a collaboration between Jil Sander and PUMA resulted in the stylish Jil Sander King, which served as the inspiration for the Avanti, established by PUMA in 2001.
Fast forward to 2023, Rihanna has added her unique design and creative touch to this timeless PUMA style, incorporating her personal flair in the leather details and gum outsole.
“I wanted to bring something iconic from the archives to the street, and the late great Pelé made the Avanti shoe so iconic,” Rihanna said.
“It’s been such an exciting start to our partnership,” said Maria Valdes, Chief Product Officer at PUMA. “We spent time together opening up the PUMA archive and identifying the right product that spoke to Rihanna. The Avanti is a PUMA classic with a unique and iconic point of view on the terrace. I’m very happy to see this project come to life and even more excited for what the coming years have in store for us together.”
The FENTY x PUMA Avanti is a stylish interpretation of the football trend, featuring smooth and supple vintage leather, a tongue that can be folded over and adorned with a debossed and printed gold-foil FENTY and PUMA CAT logo.
The Avanti pays homage to PUMA’s extensive football history and heritage with its gum outsole and leather footbed. The black and white variant is enhanced with a chrome design, incorporating laser-etched logos and chrome details made of leather.
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 such as Rihanna, A$AP Nast, Pure, Felix Mallard, and two young children.