RELEASE: FENTY x PUMA is officially back: Rihanna launches The Avanti

Carried by legends, reborn by Rihanna.

RELEASE: FENTY x PUMA is officially back: Rihanna launches The Avanti

Carried by legends, reborn by Rihanna

HERZOGENAURACH, Germany, September 8, 2023 /PRNewswire/ -- Global icon Rihanna and sports brand PUMA have officially launched their new product franchise together. Rihanna returns to the brand as creative director of FENTY x PUMA with a multi-year collaboration and several product launches in the pipeline. The return of FENTY x PUMA fuses PUMA's deep sporting history and heritage with Rihanna's iconic stature as a leader in music, culture and fashion. The FENTY x PUMA Avanti, the first footwear franchise of the collaboration, is an unconventional mix of two PUMA icons that combines the high-quality leather design of the King football boot with the sole of the Easy Rider running shoe.

Rihanna and PUMA have a history of disruptive fashion releases in sports styles throughout their relationship, starting in 2015 with the iconic Creeper. Rihanna and PUMA released several footwear and apparel collections between 2015 and 2018, including the FENTY x PUMA sneaker, the FENTY x PUMA fur slide, and more. With four fashion shows in both New York and Paris, FENTY x PUMA served as a catalyst for the impact and relevance of the PUMA brand over the past decade.

Rihanna's love for soccer, together with the great influence of this sport off the field of play, served as the starting point for this footwear franchise. Rihanna's take on this classic style ushers in a new era of sportswear collaborations with PUMA.

Furthermore, it was important to both Rihanna and PUMA that this launch be made for the whole family, with a collection that would appeal to both children and parents. Worn by legends and now remixed by Rihanna herself, the Avanti is also offered as unisex shoes for adults and children.

In 1968, the original PUMA king football boot was born, worn by icons such as Eusebio, Pelé and Maradona. In 1978, the PUMA Miele started a new jogging shoe franchise that would eventually evolve into the PUMA Easy Rider. In 1998, Jil Sander and PUMA launched the first fashion collaboration that mixed these two styles with the Jil Sander King. This sneaker served as inspiration for the design of the Avanti that PUMA later created in 2001. Now, in 2023, Rihanna has added her personal design language and creative elements, from the details of the leather to the rubber of the sole, putting their own touch on this PUMA classic.

"I wanted to bring something iconic from the archives to the street, and the late Pelé made the Avanti such an iconic shoe," Rihanna said.

"It's been a very exciting start to our partnership," explained María Valdés, PUMA Product Manager. "We spent time together opening the PUMA archive and identifying the right product for Rihanna. The Avanti is a PUMA classic with a unique and iconic point of view on the terrace. I am very happy to see this project come to life and even more excited for what the next few years hold for us together.

The FENTY x PUMA Avanti is a modern take on the football trend with butter-soft vintage leather, folded tongue with embossed FENTY and PUMA CAT logo and gold print. With a rubber sole and leather insole, the details of the Avanti nod 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-engraved logos and chrome leather details.

As creative director, Rihanna's first FENTY x PUMA campaign - shot by Dennis Leupold with a set inspired by the shape of a pentagon and the seams of a soccer ball - features notable names such as Rihanna, A$AP Nast, Pure, Felix Mallard, as well as two young children.

FENTY x PUMA Avanti will be available worldwide on and in select stores starting September 15, 2023 at 10:00 EST. This fall there will be a second edition of Avanti. More details coming soon.

Photos HERE, video HERE.


PUMA is one of the world's leading sports brands, designing, developing, selling and marketing footwear, clothing and accessories. For 75 years, PUMA has relentlessly advanced sport and culture by creating fast products for the world's fastest athletes. PUMA offers sports-inspired performance and lifestyle products in categories such as football, running and training, basketball, golf and motorsports. Collaborate with renowned designers and brands to bring sports influences to street and fashion culture. The PUMA Group owns the brands PUMA, Cobra Golf and stichd. The company distributes its products in more than 120 countries, employs around 20,000 people worldwide and is headquartered in Herzogenaurach, Germany.

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