Fenty x Puma Is Officially Back: Rihanna Launches The Avanti
The Iconic Partnership Revived
In a groundbreaking announcement that sent shockwaves through the fashion and sneaker world, global icon Rihanna and sports giant PUMA have rejoined forces, heralding the triumphant return of their iconic partnership. Rihanna, who previously graced us with the wildly successful Creeper, has stepped back into her role as Creative Director of FENTY x PUMA with a multi-year commitment and a string of exciting product launches on the horizon.
Blending Heritage with Iconic Stature
The revival of FENTY x PUMA seamlessly blends PUMA’s rich sporting heritage with Rihanna’s unparalleled influence in music, culture, and fashion. At the forefront of this renaissance is the FENTY x PUMA Avanti, the inaugural footwear collection of this powerful collaboration. This unique silhouette ingeniously melds the premium leather design of PUMA’s King football boot with the heritage Easy Rider running shoe outsole, creating a sneaker that’s unlike anything we’ve seen before.
Fashion, Culture, and Disruption
Rihanna and PUMA have consistently pushed the envelope in fashion, delivering bold interpretations of classic sport styles since their partnership commenced in 2015. Remember the iconic FENTY x PUMA trainer or the luxurious FENTY x PUMA fur slide? These were just a glimpse of their creative prowess. With four unforgettable fashion shows held in New York and Paris, FENTY x PUMA has not only set trends but has redefined the brand’s impact and relevance over the last decade.
A Love for Football Inspires
For this particular collection, Rihanna’s passion for football served as the inspiration. With this in mind, her vision for the Avanti has breathed new life into this timeless style, setting the stage for a fresh era of sport-fashion collaborations with PUMA.
Inclusivity Across Generations
Furthermore, inclusivity was paramount to both Rihanna and PUMA. As a result, the Avanti collection is designed to be a family affair, with styles that effortlessly bridge the generation gap, ensuring that everyone, from kids to adults, can rock these iconic kicks.
The Legacy of PUMA and the Avanti
The Avanti draws from PUMA’s football heritage, notably the iconic PUMA King football boot, worn by legends such as Eusebio, Pelé, and Maradona in 1968. In the meantime, the PUMA miele, which debuted in 1978 as a jogging shoe, evolved into the Easy Rider. Later, around 1998, the Jil Sander King brought these two styles together, laying the foundation for the Avanti, officially introduced by PUMA in 2001. Now, in 2023, Rihanna has left her unmistakable mark on this classic PUMA style, infusing her unique design sensibilities into every detail.
Taking Inspiration from Legends
“I wanted to bring something iconic from the archives to the street, and the late, great Pelé made the Avanti shoe so iconic,” Rihanna shared.
A Bright Future Ahead
Maria Valdes, Chief Product Officer at PUMA, expressed her excitement about the partnership, saying, “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 Avanti: A Blend of Classic and Modern
The FENTY x PUMA Avanti is a captivating fusion of football aesthetics. It features supple vintage leather, a fold-over tongue featuring debossed and printed gold-foil FENTY and PUMA CAT logos as well as a gum outsole paired with a leather footbed. Certainly, it pays a fitting homage to PUMA’s deep-rooted history in football. Furthermore, the collection offers a classic black-and-white version along with a chrome execution embellished with laser-etched logos and leather chrome details.
An Iconic Campaign
As Creative Director, Rihanna’s inaugural FENTY x PUMA campaign, captured by Dennis Leupold and featuring a set design inspired by the pentagon shape and stitching on a football, showcases a diverse cast, including Rihanna herself, A$AP Nast, Pure, Felix Mallard, and two young prodigies.
Release Date and Beyond
Mark your calendars, sneakerheads, as the FENTY x PUMA Avanti is set to drop worldwide on puma.com and select Puma retailers on September 15, 2023, at 10 am EST, with a second Avanti release scheduled for this fall. Stay tuned for more updates on this groundbreaking collaboration that promises to redefine the boundaries of sport and fashion. Don’t miss your chance to own a piece of this iconic collection! 🌟👟 #FENTYxPUMAAvanti
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Fenty x Puma Is Officially Back: Rihanna Launches The Avanti
