— Global superstar Rihanna and sportswear giant PUMA are back in action, reintroducing their collaborative venture, FENTY x PUMA. Rihanna assumes the role of Creative Director with a multi-year partnership, heralding a fresh wave of product launches. The FENTY x PUMA Avanti, the debut product of this collaboration, melds PUMA’s sporting legacy with Rihanna’s cultural influence.
Having previously disrupted fashion with creations like the iconic Creeper, Rihanna and PUMA rekindle their creative partnership. The FENTY x PUMA Avanti is a fusion of two PUMA classics: the King football boot’s premium leather design and the Easy Rider’s heritage running shoe outsole.
Drawing inspiration from her love for football, Rihanna’s vision ushers in a new era of sport-fashion collaborations with PUMA. Notably, this release caters to all generations, offering a unisex version for both adults and children.
The Avanti pays homage to PUMA’s historical football legacy while reflecting Rihanna’s design language, from the leather details to the gum outsole. Rihanna’s mission is clear: “I wanted to bring something iconic from the archives to the streets.”
Maria Valdes, Chief Product Officer at PUMA, expresses her enthusiasm for the partnership: “We spent time opening up the PUMA archive and identifying the right product that spoke to Rihanna.” She adds, “I’m very happy to see this project come to life.”
The FENTY x PUMA Avanti boasts buttery vintage leather, a distinctive fold-over tongue bearing the FENTY and PUMA CAT logos, a gum outsole, and leather footbed. It will be available worldwide on puma.com and select retailers starting September 15, 2023, at 10 am EST, with a second drop planned for the fall.