DEU | Mar 6, 2023

Sports giant Puma announces the return of Fenty x Puma

Mikala Johnson

Mikala Johnson / Our Today

Reading Time: 2 minutes
Multi-hyphenate Rihanna.

On Wednesday (March 1), German sportswear giant Puma announced it was revisiting its partnership with the multi-hyphenate Rihanna and reviving the Fenty x Puma brand.

In a social media post Puma’s CEO Arne Freundt, made the announcement with a very straight-to-the-point statement, “She’s back!”

Rihanna’s relationship with Puma dates back to 2014, when she was signed as a global ambassador and creative director for its womenswear business. 

It has been almost five years since the singer-turned-entrepreneur released a collection with Puma. It’s not yet clear what this new collaboration will involve.

The first full season Fenty x Puma by Rihanna collection was officially launched in February 2016. The collection included corsets, lace-up jerseys, tear-away tracksuits and more.

As a creative director with Puma, Rihanna spent several years creating both clothing and shoe lines for the brand and led shows at New York Fashion Week.

One of her sneaker designs, the Fenty x Puma creeper, was voted shoe of the year by industry news outlet Footwear News in 2016.

Since her partnership with Puma ended in 2018, the signer has expanded her business empire – launching Fenty Beauty and her Savage X Fenty underwear brand. 

In an Instagram post for their 12.7 million followers, the official Puma account uploaded a black image with white text, writing, “She’s back” along with the official Puma and Fenty logos. The caption read, “coming soon.”

The post garnered millions of likes and thousands of comments from fans who were overjoyed to find out that the popular labels were joining forces again.


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