Rihanna and PUMA have reignited their creative partnership, bringing forth the FENTY x PUMA Avanti—a fusion of sports heritage and fashion-forward design. As the Creative Director of FENTY x PUMA, Rihanna is infusing fresh energy into the brand, and The Avanti, their latest creation, merges the premium leather design of the King football boot with the outsole of the Easy Rider heritage running shoe.
Since 2015, Rihanna and PUMA have consistently disrupted the fashion and sportswear landscape, starting with the revolutionary Creeper. Their collaborative journey has given rise to various footwear and apparel collections, featuring standout pieces like the FENTY x PUMA trainer and the FENTY x PUMA fur slide. With a significant presence at four fashion shows in New York and Paris, FENTY x PUMA has undeniably left its mark on PUMA's brand.
Rihanna's love for football and its cultural influence inspired the Avanti footwear franchise, signifying a new era of sport-fashion collaborations with PUMA. Importantly, Rihanna and PUMA have made this launch inclusive for all ages, offering the Avanti as a unisex shoe for adults and children alike.
The Avanti draws inspiration from PUMA's storied history, stemming from the iconic PUMA King football boot of 1968, worn by legends like Eusebio and Pelé. Rihanna adds her unique design language to this classic PUMA style, infusing it with contemporary touches, from leather details to the gum outsole.
"I wanted to bring something iconic from the archives to the street, and the late great Pelé made the Avanti shoe so iconic," Rihanna remarked.
Maria Valdes, Chief Product Officer at PUMA, expressed her enthusiasm for the partnership: "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 FENTY x PUMA Avanti reimagines football fashion with sumptuously soft vintage leather, a fold-over tongue featuring a debossed and printed gold-foil FENTY and PUMA CAT logo, and a gum outsole. The collection arrives at PUMA Sunway Pyramid and PUMA.com on 15 September at 10 PM and at ATMOS Mid Valley on 16 September at 10 AM. Due to its limited availability, customers can purchase only one pair.