Rihanna and PUMA are rewriting the rulebook with their latest collaborative effort. Re-entering the fashion arena as the creative director of FENTY x PUMA, Rihanna is setting the stage on fire with the debut of the Avanti sneaker.
This isn’t your run-of-the-mill partnership; it’s a multi-year saga that promises to redefine sport-fashion boundaries. The Avanti is a fusion of PUMA’s time-honored athletic heritage with Rihanna’s iconic influence in music, culture, and, yes, fashion.
Rihanna for FENTY x PUMA Avanti Sneaker Campaign
For the nostalgic among us, the Avanti pays homage to PUMA classics—the King football boot and the Easy Rider running shoe. But this isn’t about merely revisiting the past. Rihanna’s love for football and the sport’s wider cultural impact brings a contemporary twist to the Avanti. The shoe emerges as a fresh, unexpected love child of sport and style.
There’s no mistaking the family resemblance, as the Avanti features buttery soft vintage leather, a fold-over tongue, and gold-foil logos, all of which nod to PUMA’s storied football heritage. Yet it wears its Rihanna-designed elements with pride—from the leather details down to the gum outsole.
Just a glance at the campaign, shot by Dennis Leupold, confirms its contemporary cred. With a set designed like a soccer ball, Rihanna models the shoe alongside a baggy look that resembles a remixed goalkeeper’s uniform, complete with gloves.
Rihanna’s versatile influence isn’t just confined to PUMA. After her recent stint posing in the Louis Vuitton Men’s Spring 2024 campaign, she’s proving that her style dominion spans shoes, beauty, and apparel. The Avanti, which will be offered in unisex styles for adults and kids, encapsulates her ubiquitous appeal.
Mark your calendars because the Fenty x PUMA Avanti will be available worldwide on puma.com and select retailers beginning September 15, 2023, at 10 a.m. EST. And stay tuned. A second drop of the Avanti is scheduled for this fall.
