The world of fashion and sports has once again collided in the most spectacular way, with the resurgence of the Fenty x Puma collaboration. Rihanna, the global icon, returns as the Creative director of Fenty x Puma, marking the revival of their multi-year partnership with several product launches planned ahead. The first in line is the Fenty x Puma Avanti, an unconventional fusion of two Puma icons, combining the high-quality leather design of the King football boot and the outsole of the heritage running shoe, Easy Rider.
The partnership between Rihanna and Puma has been a game-changer since its inception in 2015, with the launch of the iconic Creeper. Over the years, they have unveiled several groundbreaking footwear and apparel collections, setting the stage for a new era of sport-fashion collaborations. The Avanti, a unisex shoe available for both adults and kids, is a testament to Rihanna and Puma’s commitment to creating a collection that appeals to the entire family.
The journey of the Puma Avanti dates back to 1968 when the original Puma King football boot was worn by legendary figures such as Eusebio, Pelé, and Maradona. In 1978, the Puma Miele initiated a new running shoe series that would ultimately transform into the Puma Easy Rider. Fast forward to 1998, Jil Sander and Puma joined forces to launch the first-ever fashion collaboration, blending the two styles with the Jil Sander King. This shoe inspired the design of the Avanti, later established by Puma in 2001. Now, in 2023, Rihanna has infused her personal design language and creative elements into this classic Puma style.
Rihanna shared her enthusiasm for the project, stating, “I wanted to bring something iconic from the archives to the street, and the late great Pelé made the Avanti shoe so iconic.”
Maria Valdes, Chief Product Officer at Puma, echoed the sentiment, expressing her excitement for the partnership and the future projects in store. “It’s been such an exciting start to our partnership. We spent time together opening up the Puma archive and identifying the right product that spoke to Rihanna. The Avanti is a Puma classic with a unique and iconic point of view on terrace. I’m very happy to see this project come to life and even more excited for what the coming years have in store for us together.”
The Fenty x Puma Avanti is a fashionable twist on the football trend, featuring buttery soft vintage leather, a fold-over tongue with debossed and printed gold-foil Fenty and Puma CAT logos, and a gum outsole and leather footbed that nod to Puma’s deep history in football. The black and white version is complemented by a chrome execution with laser-etched logos and leather chrome details.
For the campaign, Rihanna collaborated with photographer Dennis Leupold, creating a set inspired by the pentagon shape and stitching on a football. The campaign features notable personalities, including Rihanna, A$AP Nast, Pure, and Felix Mallard, alongside two young kids.
The Fenty x Puma Avanti will be available worldwide on puma.com and select retailers starting 15 September 2023 at 10am EST, with a second drop planned for this Fall.
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