Rihanna and PUMA have launched their latest product franchise, FENTY x PUMA, marking the return of Rihanna as the Creative Director in a multi-year partnership. This collaboration seamlessly blends PUMA’s rich sports heritage with Rihanna’s iconic status in music, culture, and fashion. The FENTY x PUMA Avanti, the inaugural footwear collection in this partnership, creatively combines two PUMA classics: the high-quality leather design of the King football boot and the outsole of the heritage running shoe, Easy Rider. Over the years, Rihanna and PUMA have been known for their disruptive fashion interpretations of sport styles, beginning with the iconic Creeper in 2015, followed by several successful footwear and apparel collections released between 2015 and 2018, including the FENTY x PUMA trainer and fur slide.
FENTY x PUMA has played a significant role in enhancing PUMA’s brand impact and relevance over the past decade, with four fashion shows held in both New York and Paris. This latest venture draws inspiration from Rihanna’s passion for football and its broader cultural influence, paving the way for an innovative era of sport-fashion collaborations with PUMA.
In line with Rihanna and PUMA’s vision, the FENTY x PUMA Avanti has been designed to cater to the entire family. This collection offers a stylish and versatile look that appeals to both adults and kids, reflecting Rihanna’s unique take on classic styles and her ability to make them universally appealing.
The Avanti’s design is rooted in PUMA’s history, notably the original PUMA King football boot from 1968, worn by legends like Eusebio, Pelé, and Maradona. The shoe also takes cues from the PUMA Easy Rider, which began as the PUMA Miele jogging shoe franchise in 1978. In 1998, a groundbreaking collaboration with Jil Sander resulted in the Jil Sander King, serving as the design inspiration for the Avanti, officially established by PUMA in 2001. In 2023, Rihanna adds her personal touch to this classic PUMA style, incorporating her design language and creative elements, from the leather details to the 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,” stated Rihanna.
“It’s been such an exciting start to our partnership,” stated 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 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 take on the football trend, featuring buttery soft vintage leather, a fold-over tongue with a debossed and printed gold-foil FENTY and PUMA CAT logo, and a gum outsole with a leather footbed. This design pays homage to PUMA’s deep-rooted history and heritage in football. The collection includes both black and white versions, as well as a chrome execution with laser-etched logos and leather chrome details.
Rihanna’s first campaign as Creative Director for FENTY x PUMA, shot by Dennis Leupold, showcases the collection’s unique style. The set design is inspired by the pentagon shape and stitching on a football, featuring notable names such as Rihanna herself, A$AP Nast, Pure, Felix Mallard, and two young kids.
The FENTY x PUMA Avanti is available worldwide on puma.com and select retailers starting from September 15, 2023, at 10 am EST, with a second Avanti drop scheduled for later in the fall. More details about the collection are expected to be announced.
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