Rihanna and Puma are back in business. After taking several years off as the shoe brand’s Fenty label creative director, the “Diamonds” singer has announced her return to the company with a brand-new sneaker design dubbed “Avanti.”
The musician-mogul unveiled the new product, which becomes available for purchase Sept. 15, with a pair of chic, futuristic photos of Ri modeling the shoes. “we are back…,” she wrote in the caption. “reintroducing the Avanti. #FENTYxPUMA.”
In a new Footwear News cover story, Rihanna shared exclusive quotes about the new collection. “Football is a universal language that brings people together from all over the world, all walks of life, and I wanted to pay homage to that,” Rihanna said about the soccer-inspired collab. She also talked about the importance of offering all size ranges, including kids. “We had to extend the line to kids so the whole family can be a part of this.”
Rihanna also posted a promotional video showing off two different pairs of Avantis. One of the styles features a black leathery material with Fenty x Puma’s logo emblazoned in gold at the top, while another is made out of a shimmering silver material. Both were inspired by past Puma shoes, specifically the King football boot and Easy Rider running shoe.
Fenty’s collaboration with Puma dates back to 2015, with the two brands releasing several shoe and apparel designs over the course of the next two years. In 2017, however, their partnership was put on hiatus as Ri continued working on her Fenty Beauty and Savage x Fenty business ventures — and a lot has changed since then. For one, the nine-time Grammy winner is now a mom to two, whom she shares with A$AP Rocky.
