Rihanna and PUMA, the sports company, have teamed up again to launch a new product line called FENTY x PUMA. Rihanna is the Creative Director for this partnership, and they plan to release several new products in the future.





This collaboration combines PUMA’s long history in sports with Rihanna’s iconic status in music, culture, and fashion.

She shared the post on her ‘x’ account with the caption we are back, “We are back… reintroducing the Avanti. #FENTYxPUMA available Sept. 15 at http://puma.com & select retailers globally.”

https://twitter.com/rihanna/status/1699778466512839071?s=20

Their first product in this partnership is called the FENTY x PUMA Avanti. It’s a mix of two PUMA classics: the high-quality leather design of the King football boot and the outsole of the heritage running shoe, Easy Rider.

Rihanna and PUMA have a history of creating unique fashion versions of sports styles. They started this in 2015 with the famous Creeper shoe. Over the years, they launched various footwear and clothing collections, like the FENTY x PUMA trainer and fur slide.

The FENTY x PUMA collaboration also included four fashion shows in New York and Paris, which boosted PUMA’s brand popularity over the past ten years.

Rihanna’s love for football inspired the Avanti shoe, and she wanted to make it suitable for everyone, from kids to adults. This shoe is available in unisex sizes.

The original PUMA King football boot was born in 1968 and was worn by legends like Eusebio, Pelé, and Maradona. In 1978, the PUMA miele introduced the Easy Rider jogging shoe. In 1998, Jil Sander and PUMA combined these styles to create the Jil Sander King, which served as the inspiration for the Avanti in 2001. In 2023, Rihanna added her creative touch to this classic PUMA style.

Rihanna shared her thoughts on the Avanti, saying, “I wanted to bring something iconic from the past to the streets, and the late great Pelé made the Avanti shoe so iconic.”

Maria Valdes, Chief Product Officer at PUMA, expressed excitement about the partnership and how they explored PUMA’s archive to find the right product. She looks forward to their future projects.

The FENTY x PUMA Avanti is a fashionable take on football trends. It features soft vintage leather, a fold-over tongue with debossed and printed gold-foil FENTY and PUMA CAT logos, a gum outsole, and a leather footbed, all paying homage to PUMA’s rich history in football.