Match made in heaven
Rihanna and PUMA’s collaborative journey, which began in 2015 with the iconic Creeper, has been marked by disruptive fashion interpretations of sportswear. Over the span of three years, from 2015 to 2018, they launched various footwear and apparel collections, including standout pieces like the FENTY x PUMA trainer and the FENTY x PUMA fur slide. These collections, along with four memorable fashion shows in New York and Paris, played a pivotal role in elevating PUMA’s brand presence and relevance over the past decade.
Sports meets fashion
The genesis of their latest creation, the FENTY x PUMA Avanti, can be traced back to PUMA’s storied history in sportswear. In 1998, the groundbreaking collaboration with Jil Sander gave birth to the Jil Sander King, serving as the design inspiration for the Avanti, a style PUMA established in 2001. Fast forward to 2023, Rihanna has infused her unique design language into this classic PUMA silhouette, adding personal touches to everything from the leather to the gum outsole. Her aim? To bring an iconic piece from the archives to the streets, honoring the legacy of football legend Pelé.
The Avanti, with its distinctive and iconic take on terrace style, represents a promising start to their collaboration, with even more exciting prospects on the horizon. Rihanna’s first FENTY x PUMA campaign showcases the Avanti’s unique appeal, and this collaboration seems poised to redefine sports fashion with a fusion of iconic style and creative innovation.
The FENTY x PUMA Avanti is available worldwide on Puma’s website and select retailers beginning September 15, 2023 at 10am EST. A second Avanti drop will follow this fall.
