The Fenty x Puma collaboration has returned launching new shoe designs and more products to follow as part of their multi-year partnership.
Fenty founder and musician Rihanna will serve as creative director for the venture.
The first footwear drop is called the Avanti, combining design elements of Puma’s King soccer shoe and its Easy Rider running shoe. It will be available at select retailers and via Puma’s e-commerce site.
The first Rihanna partnership with Puma lasted four years and ended in 2018. It helped push Puma to almost $1 billion in sales during the first year of the collaboration.
“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.
Maria Valdes, Chief Product Officer at PUMA, said: “It’s been such an exciting start to our partnership. 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.”
