Rihanna’s partnership with PUMA introduces the FENTY x PUMA Avanti, a reimagination of classic athletic footwear. This iconic release blends vintage leather with a gold-foil FENTY and PUMA CAT logo, paying homage to PUMA’s rich football heritage.
A Fashion-Forward Sportswear Legacy
Since their groundbreaking debut with the Creeper in 2015, Rihanna and PUMA have been transforming sportswear fashion. With notable collections like the FENTY x PUMA trainer and fur slide, they’ve elevated PUMA’s brand impact over the past decade. The Avanti launch features a diverse collection, including unisex options for all age groups.
Sporting Heritage Meets Creative Innovation
The Avanti’s design draws inspiration from the iconic PUMA King football boot (1968) and Jil Sander’s 1998 fashion collaboration. Rihanna’s 2023 reinterpretation revitalizes this classic piece, driven by her passion for bringing iconic archive items to the streets, with a nod to football legend Pelé.
An Iconic Campaign
Photographer Dennis Leupold collaborates with Rihanna to create a campaign inspired by football’s pentagon shape and stitching. The campaign showcases Rihanna alongside A$AP Nast, Pure, Felix Mallard, and promising young talents.
Get Ready for the Avanti
Save the date! The FENTY x PUMA Avanti launches worldwide on puma.com and select retailers on September 15, 2023, at 10 a.m. EST. Stay tuned for a second Avanti drop later this fall.