Global music icon Rihanna and renowned sports company PUMA have officially announced the relaunch of their collaborative product franchise, FENTY x PUMA. The announcement was made on September 7, 2023, marking the return of Rihanna as the Creative Director of FENTY x PUMA. This partnership is set to span multiple years and will feature several product launches.
The first product to be launched under this renewed partnership is the FENTY x PUMA Avanti. This footwear franchise is a unique blend of two iconic PUMA designs – the King football boot and the Easy Rider running shoe. The Avanti combines the high-quality leather design of the King with the outsole of the Easy Rider, creating an unconventional yet stylish piece of footwear.
Rihanna’s relationship with PUMA dates back to 2015 when they launched the iconic Creeper. Over the years, they have released several footwear and apparel collections, including the FENTY x PUMA trainer and the FENTY x PUMA fur slide. These collections, along with four fashion shows in New York and Paris, have significantly boosted PUMA’s brand impact and relevance over the past decade.
The FENTY x PUMA Avanti is inspired by Rihanna’s love for football and its influence beyond the pitch. The shoe is designed to be worn by the entire family, offering a cool look for both adults and kids. The Avanti is a unisex shoe that pays homage to the original PUMA king football boot, worn by football legends like Eusebio, Pelé, and Maradona.
The Avanti features soft vintage leather, a fold-over tongue with a debossed and printed gold-foil FENTY and PUMA CAT logo, and a gum outsole. It comes in black and white versions, complemented by a chrome execution with laser-etched logos and leather chrome details.
The FENTY x PUMA Avanti will be available worldwide on puma.com and select retailers from 15 September 2023 at 10am EST. A second Avanti drop is expected to follow later in the fall.