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Puma, the German multinational sportswear company, has announced a new collaboration with the renowned musician and cosmetics billionaire, Robyn “Rihanna” Fenty.
Puma teased the launch of the new collaboration on its website and social media accounts, featuring both the Fenty and Puma logos with the tagline, “She’s Back.”
This move comes as Rihanna explores two new business ventures, Fenty Kids and Fenty Hair, to further expand her billion-dollar empire, it also marks a new opportunity for her to leverage her success in a new territory.
Leveraging its existing ties with the multi-industry creative, the sportswear giant looks to expand its portfolio and offer new products to its customers.
Rihanna’s partnership with Puma has spanned almost a decade, beginning when she joined the German company as creative director in 2014.
Her successful collaboration with Puma resulted in a series of sell-out sneakers, and her fashion shows at New York Fashion Week garnered positive reviews from both critics and customers.
After the release of her most recent collection for Puma in 2017, the collaboration went on an unannounced hiatus as Rihanna launched Savage X Fenty, an inclusive underwear and apparel line.
However, the recent announcement of a new collaboration between Rihanna and Puma signals a fresh start for their partnership, with fans eagerly anticipating what innovative and exciting products they will produce together.
Earlier this year, the multi-talented artist and entrepreneur registered a new brand, “Fenty Kids,” with the U.S. Patent and Trademark Office through her company, Roraj Trade LLC.
The new brand is expected to feature a range of products such as clothing, swimwear, footwear, sleepwear, baby bibs, and other accessories for children.
This latest business venture is part of Rihanna’s ongoing efforts to expand her brand’s portfolio following the remarkable success of Fenty Beauty, her billion-dollar skincare line.
In addition to Fenty Kids, she has also filed two applications under the name “Fenty Hair” for another new business venture.
