Style. Culture. Fashion. Two icons coming together. Bridging the gap between sport and fashion. Re-writing the rules, re-defining style. Disrupting the status quo. This is FENTY X PUMA. 

This season, FENTY X PUMA is back with a brand-new drop. Marking Rihanna’s return to the brand as creative director, the collaboration has kicked off with their first drop: the FENTY X PUMA Avanti sneaker.

Crafted from buttery soft vintage leather it features a fold-over tongue, tonal stitching, complete with a debossed and printed gold FENTY and PUMA CAT logo. A gum outsole and leather footbed give a nod to PUMA’s long and rich history with football. The sneaker is available in two colourways: deep myrtle green and rich club navy.

The relationship between fashion and sport is a powerful one, and this is something that both Rihanna and Fenty are well aware of. In 2023, we’re as football crazy as we’ve ever been, (read: the Blokecore trend and the Beckham documentary). So, the move to play with the PUMA archive and create a sporty-chic sneaker is one that has instantly whipped both the street style set and the fashion crowd into a frenzy. And that’s not to mention the fact that the mind behind this sneaker is well, Rihanna.

Rihanna’s collaboration with PUMA started back in 2015 with the – now iconic – Creeper sneaker. Inspired by the ‘70s punk scene, the sneaker fused together sporty styles and alternative culture, bringing music and sports to the forefront of the fashion world.

And that’s exactly what Rihanna is doing today. Adding her own design and creativity to the sneaker, Rihanna has developed the classic style and put her own spin on the sneaker, with new colourways, logo-detailing and the folded football strap. The two-piece collection represents PUMA’s heritage and Rihanna’s love for football. Blending the brand’s history with sport with Rihanna’s status as a world-leader in music, fashion, beauty and culture (the list is endless really), the two-piece collection was made for the future forward, fashion-focused crowd.

And it gets better… because there’s more drops coming. So, stay tuned for future collections and shop the new FENTY X PUMA Avanti sneaker now.