In a thrilling collaboration that merges the worlds of music, culture, and fashion with athletic heritage, Rihanna and sports company PUMA have launched their newest product franchise together. The superstar returns to the brand as the Creative Director of FENTY x PUMA, marking a multi-year partnership that promises several exciting product launches in the pipeline. The return of FENTY x PUMA is set to blend PUMA’s deep history and heritage in sport with Rihanna’s iconic stature as a leader in music, culture, and fashion.
The centerpiece of this exciting partnership is the FENTY x PUMA Avanti, a footwear franchise that breaks conventions and brings together two PUMA icons – the high-quality leather design of the King football boot and the outsole of the heritage running shoe, Easy Rider. This daring fusion of styles has resulted in a shoe that embodies both elegance and athleticism.
Rihanna and PUMA have a rich history of launching disruptive fashion takes on sport styles, a journey that began in 2015 with the iconic Creeper. Over the course of their relationship, they have introduced several groundbreaking footwear and apparel collections, including the FENTY x PUMA trainer, the FENTY x PUMA fur slide, and much more. With four fashion shows in both New York and Paris, FENTY x PUMA has not only pushed the boundaries of fashion but has also served as a catalyst for PUMA’s brand impact and relevance over the past decade.
The inspiration for the FENTY x PUMA Avanti draws from Rihanna’s love of football and the sport’s far-reaching influence beyond the pitch. Her unique take on this classic style paves the way for a new era of sport fashion collaborations with PUMA, where sport meets street style in perfect harmony.
One of the notable aspects of this launch is the commitment to offering the collection to the entire family. Rihanna and PUMA have ensured that the Avanti is a unisex shoe, suitable for both adults and kids. It’s a shoe worn by legends and now remixed by Rihanna herself, making it accessible and stylish for all.
The Avanti shoe draws its design inspiration from the rich history of PUMA’s football legacy. In 1968, the original PUMA King football boot was born and adorned by legends like Eusebio, Pelé, and Maradona. The PUMA Easy Rider, with roots dating back to 1978, evolved from the PUMA Miele jogging shoe. In 1998, the Jil Sander and PUMA collaboration introduced the Jil Sander King, which served as the foundation for the Avanti, officially established by PUMA in 2001. Now, in 2023, Rihanna has added her personal design language and creative elements, transforming this classic PUMA style into a true fashion statement.
Rihanna expressed her vision for the Avanti, stating, “I wanted to bring something iconic from the archives to the street, and the late great Pelé made the Avanti shoe so iconic.”
The FENTY x PUMA Avanti is a testament to the fusion of fashion and the football trend. Crafted from buttery soft vintage leather, it features a fold-over tongue with a debossed and printed gold-foil FENTY and PUMA CAT logo. With a gum outsole and leather footbed, the details of the Avanti pay homage to PUMA’s deep history and heritage in the sport of football. The black and white version is complemented by a chrome execution with laser-etched logos and leather chrome details, adding a touch of luxury to the sport-inspired design.
As the Creative Director, Rihanna’s vision comes to life in the first FENTY x PUMA campaign, shot by Dennis Leupold. The set design is inspired by the pentagon shape and stitching on a football and features notable names such as Rihanna herself, A$AP Nast, Pure, Felix Mallard, as well as two young kids, emphasizing the collection’s inclusivity and broad appeal.
The FENTY x PUMA Avanti is set to take the fashion world by storm, and fans worldwide can get their hands on this iconic footwear on puma.com and select retailers starting September 15, 2023, at 10 am EST. With a second Avanti drop planned for the fall, the excitement for this partnership between Rihanna and PUMA is bound to continue growing, promising more groundbreaking designs and unique fashion experiences in the years to come.
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