It’s a moment we have been eagerly awaiting since the initial tease back in March – the return of the Fenty x Puma partnership, and it’s here with a bang. The multi-year collaboration, spearheaded by Fenty’s founder and music sensation, Rihanna, is set to make waves once again. This time, it debuts with the Fenty x Puma Avanti – a footwear masterpiece that fuses the design essence of Puma’s King soccer shoe and its iconic Easy Rider running shoe. And here’s the twist: It’s a unisex offering available in sizes for both adults and children. However, the question on everyone’s lips: Can the Avanti surpass the triumphs of its predecessors and become the next fashion sensation? Only time will tell.
Introducing the Fenty x Puma Avanti: A Remarkable Fusion
At its core, the Fenty x Puma Avanti is a testament to the fusion of two PUMA classics – the exquisite leather craftsmanship of the King football boot and the distinctive outsole of the heritage running shoe, Easy Rider. This audacious blend pushes the boundaries of sport-inspired fashion.
A Legacy of Fashion and Sport
The story of Rihanna and PUMA’s creative journey began in 2015 with the iconic Creeper. Over the years, they’ve unveiled a series of footwear and apparel collections, including the Fenty x Puma trainer and the Fenty x Puma fur slide. Their collaboration, marked by four fashion shows in both New York and Paris, has made a lasting impact on PUMA’s brand presence over the past decade.
The inspiration for the Avanti stems from Rihanna’s love for football and the sport’s profound influence beyond the pitch. Her reinterpretation of this classic style marks the dawn of a new era of sports fashion collaborations with PUMA.
Importantly, Rihanna and PUMA have ensured that this launch caters to everyone. The Avanti is a unisex shoe, designed to exude style for both adults and children, ensuring it captures the essence of cool for every generation.
Paying Homage to Sporting Heritage
The Avanti pays tribute to iconic PUMA classics. Picture the legendary PUMA King football boot, worn by football legends like Eusebio, Pelé, and Maradona in 1968. It also draws inspiration from the PUMA Easy Rider, which emerged from the PUMA Miele jogging shoe franchise in 1978. In 1998, the Jil Sander King, a result of PUMA’s collaboration with Jil Sander, blended these two styles and later inspired the Avanti, officially introduced by PUMA in 2001. In 2023, Rihanna’s personal touch has elevated this classic PUMA style, from intricate leather details to the distinctive gum outsole.
Rihanna shared her vision, saying, “I wanted to bring something iconic from the archives to the street, and the late great Pelé made the Avanti shoe so iconic.”
A Pentagon-Inspired Campaign
As Creative Director, Rihanna masterminded the first Fenty x Puma campaign. Visuals inspired by the pentagon shape and stitching found on footballs come to life, featuring notable figures such as Rihanna herself, A$AP Nast, Pure, Felix Mallard, and two young talents.
Get Ready to Explore the Avanti
The Fenty x Puma Avanti is now available globally on puma.com and at select retailers. You can also discover this exciting collection at PUMA 313@somerset, Limited Edt Marina Bay Sands, and PUMA.com, starting from 15 September at 10 PM.
As the world’s fashion enthusiasts eagerly await the arrival of the Fenty x Puma Avanti, the question lingers: Can this collection outshine its predecessors and set new standards for sport-inspired fashion? We’ll just have to wait and see.