It’s been almost five years since Rihanna’s last Fenty x Puma collection. But now, the multi-hyphenate’s partnership with PUMA is officially back.
The singer first partnered with the German sportswear brand in 2014, creating a range of sneakers that sold out quickly. But after the brand went on an unannounced hiatus, Rihanna focused on other projects.
PUMA’s Instagram post
Rihanna has been launching and working on a number of projects lately. Between her Fenty Beauty launch and the upcoming holiday beauty collection, it’s been quite a busy season for this popstar.
PUMA teased the return of Rihanna’s official Fenty x Puma collaboration on Instagram today. The post read, “She’s back.”
In 2014, Rihanna teamed up with Puma to create a range of Fenty-inspired athleisure pieces. The brand first partnered with her to develop fitness and training lines before she launched the iconic Fenty Creepers, which won the FN Shoe of the Year award in 2016.
The sneaker has a strong cult following and sells out quickly, making it one of the most sought-after celebrity shoes in the market. So, when news of the new drop emerged, social media users immediately took over the comment section to demand a Creeper return!
PUMA’s press release
Rihanna is officially back as a global ambassador for sportswear brand Puma. The news comes after the singer made a triumphant return to the stage at this year’s Super Bowl halftime show.
PUMA, a global sports brand, is committed to propelling sport and culture forward with its swift products designed for the world’s fastest athletes. It designs, develops and sells performance and sport-inspired lifestyle products across categories such as Football, Running and Training, Basketball, Golf and Motorsports.
Its collaboration with renowned designers and brands brings sport influences into street culture. Operating in over 120 countries, PUMA has a global workforce of over 19,000 employees and its headquarters are located in Herzogenaurach, Germany.
PUMA’s new campaign, Fearless, takes its inspiration from the “Fearless” spirit of players. It showcases the PUMA Fam and their commitment to invincibility on and off the field.
PUMA’s release date
Puma’s latest collaboration is with the grime MC, rapper and record producer Skepta. The deal will see the pair working together to design and curate global marketing campaigns, all while sharing their deep knowledge of culture, music, art and style.
The partnership is a nod to the brand’s heritage and an exciting addition to their roster. It’s a huge step forward for PUMA and one that could prove to be the next big thing in the industry.
Puma has partnered with many of the world’s biggest artists, including Rihanna, who helped make Fenty x Puma a worldwide sensation. And now, it’s bringing on the next generation of tastemakers with this new relationship.
