Rihanna’s new Iconic soccer-inspired Fenty-Puma-backed sneakers hit stores

BY Ben Ebuka Oji October 18, 2023 2:53 PM EDT

Barbados-born music and fashion billionaire Robyn ‘Rihanna’ Fenty is back in the stores again with another soccer-inspired Fenty X Puma sneakers christened Fenty X Puma Avanti.

The multitalented musician and business mogul unveiled the latest sports shoe creation – the Fenty X Puma Avanti sneaker line – an industry collaboration between her billion-dollar brand, Fenty, and the 75-year-old leading multinational sportswear maker, Puma.

Fenty X Puma Avanti

The highly anticipated Fenty X Puma Avanti products, which launched this year, hit the stores (offline and online) on 15 September in different captivating varieties that cater to adults, kids, and toddlers.

The signature product, which embodies the creative redefinition of a footwear fashion business with its distinct fusion of sports and style, is available in different price ranges – adult sneakers (men and women) sell between $ 160 to $170; kids’ categories $95 to $100; and toddlers’ size starts from $80 reaching up to $85.

Fenty X Puma Avanti

The soccer-inspired Avanti classic designs represent the reimagination of the legendary Avanti worn by soccer legends like Pele and Diego Maradona, dating back to 1968 when the original design – the Puma King football boot, was first created. This latest sports-fashion design, taken from the Puma archives, was reimagined by Rihanna through her unique design language and creative signature, featuring a premium leather foldover upper and a gum sole. The footwear comes in two bespoke versions/colors: classic black & white and allover silver chrome.

This latest release marks the rebirth and blossoming of the longstanding partnership between the music cum fashion icon and Puma, which began in 2015 and yielded a series of sell-out shoes and apparel designs such as the bowed sneakers and faux-fur slide sandals. The partnership went on hiatus in 2017, allowing Rihanna to focus on her Fenty Beauty and Savage X Fenty deals. Now, it is only natural and unsurprising that the two brands are partnering again after nearly eight years since they signed their first deal.

The Grammy winner and mom of two lovely kids expressed her delight, likening the new partnership to a reunion of two families.

“Coming back to Puma as a mom, in a new space, allowed for new perspectives and ideas,” she remarked.

The Fenty X Puma Avanti shoe line, representing the maiden footwear release of this renewed collaboration, underscores the rich footwear-making and sporting history of Puma and Rihanna’s iconic status as a seasoned business mogul and fashion luminary.

Maria Valdes, Chief Product Officer at Puma, expressed her excitement about the collaboration, stating, “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 the 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.”

 Also, the President and CEO of Puma North America, Bob Philion, acknowledge the significance of working with Rihanna.

“She moves culture, sets trends and she certainly can move our business. Fenty is stronger now than it was when she was with us before.”

Commenting further on the revived partnership and the footwear’s inspiration, Rihanna said, “I wanted to bring something iconic from the archives to the street, and the late great Pelé made the Avanti shoe so iconic.”

This renewed interest in sports-linked business places Rihanna again in the ranks of music stars who have ventured into sports-linked partnerships, again, underscoring the global acceptance of football as a universal language. In a recent Footwear News cover story, Rihanna shared the reason for her continued interest in football.

“Football is a universal language that brings people together from all over the world, all walks of life, and I wanted to pay homage to that.”

Rihanna, being a no stranger in the business world and bringing back Puma into another amazing collaboration, accentuates her outstanding business acumen and keen eye in picking out viable business opportunities. She surely knows the importance of establishing and sustaining good working relationships, hence, it is apposite to expect more amazing business deals and ventures from her.