Rihanna’s Fenty x Puma Returns with Avanti Sneaker Collection

Rihanna and Puma are making a grand comeback with their latest collaborative endeavor. The renowned pop star and sportswear giant had teased their renewed partnership back in March, and now they’re back in action. Rihanna assumes her role as the creative director of Fenty x Puma once again, marking the beginning of a multi-year collaboration packed with exciting product launches.

The creative director returns – Puma

This exciting revival starts with a fresh take on the Avanti sneaker, a choice driven by Rihanna’s love for football and its profound influence on her creative vision. This reinterpretation of a classic style symbolizes the dawn of a «new era of sports fashion collaborations,» as announced by the company.

Throughout their ongoing collaboration, Rihanna and Puma have consistently unveiled innovative models, commencing with the iconic Creeper model in 2015. Their creative partnership from 2015 to 2018 gave rise to numerous footwear and apparel collections, including the Fenty x Puma sneaker and the Fenty x Puma Fur slides, among other remarkable creations.

The Fenty x Puma collaboration’s significant impact extended to the fashion world with four notable fashion shows held in New York and Paris. Their combined efforts played a pivotal role in elevating Puma’s influence and global relevance over the past decade.

The story of Puma’s legendary legacy in sports fashion began in 1968 with the launch of the iconic Puma King football shoe, adorned by legends such as Eusebio, Pelé, and Maradona. In 1978, the brand introduced the Puma Miele jogging shoe franchise, which later evolved into the iconic Puma Easy Rider. Then, in 1998, the groundbreaking collaboration between Jil Sander and Puma gave birth to the Jil Sander King, representing the fusion of fashion and sportswear for the first time. This historic design served as the inspiration for the Avanti, officially introduced by Puma in 2001.

Now, Rihanna leaves her indelible mark on this classic model. The Avanti arrives in striking black and white variations, alongside a stylish silver option. Rihanna herself shares her creative vision, stating, «I wanted to bring something iconic from the archives to the streets, and the legendary Pelé’s association with the Avanti shoe makes it truly iconic.»

Maria Valdes, Chief Product Officer at Puma, expresses her enthusiasm, saying, «This marks an exhilarating start to our partnership. We thoroughly explored Puma’s rich archives and collaborated closely with Rihanna to curate the perfect product. I’m thrilled to witness this project come to life and eagerly anticipate the exciting years ahead.»

The captivating campaign for the Avanti launch was expertly captured by Dennis Leupold. The set design draws inspiration from the pentagonal shape and the intricate stitching of a football, featuring not only Rihanna but also notable personalities such as A$AP Nast, Pure, Felix Mallard, and two young prodigies.

The Avanti collection is introduced as a unisex offering, catering to both adults and children. It is set to make its global debut on September 15, available through the Puma website and select retail partners. Prices for these stylish models range from 85 to 170 euros, with a highly anticipated second release planned for later this autumn.