Robyn “Rihanna” Fenty is making waves in the fashion world yet again. The multitalented artist and billionaire businesswoman has revealed her latest creation: the Avanti sneaker line, a groundbreaking collaboration between her billion-dollar brand, Fenty, and the renowned German multinational sportswear company, Puma.
Scheduled to hit the market on Sept. 15, the Avanti sneaker line represents a deliberate return to Fenty x Puma’s sneaker roots. It promises to redefine footwear fashion with its fusion of sport and style, available in two striking color options — black/white and chrome.
The Avanti sneaker line will cater to all age groups, with sizes ranging from toddler to adult. Prices will vary accordingly, starting at an affordable $80 and reaching up to $170, ensuring accessibility for fans of all ages and budgets.
This release marks the resurrection of the partnership between Rihanna and Puma, a collaboration that had previously yielded a series of sell-out sneakers. However, the project took an unannounced hiatus in 2017 as Rihanna ventured into the world of inclusive underwear and apparel with Savage X Fenty.
Rihanna expressed her excitement, likening it to a family reunion, by speaking about her return to Puma through the Fenty x Puma line and the Avanti’s launch. “Coming back to Puma as a mom, in a new space, allowed for new perspectives and ideas,” she remarked.
The Fenty x Puma line relaunch joins Puma’s rich sporting history with Rihanna’s iconic status as a cultural and fashion luminary. The Avanti, representing the inaugural footwear release of this revived partnership, offers a striking fusion of two Puma classics—the high-quality leather design of the King football boot and the outsole of the heritage Easy Rider running shoe.
Rihanna herself commented on Avanti’s design inspiration, stating, “I wanted to bring something iconic from the archives to the street, and the late great Pelé made the Avanti shoe so iconic.” This blend of sportswear history and contemporary style is expected to resonate strongly with consumers.
Maria Valdes, chief product officer at Puma, expressed her excitement about the collaboration, stating: “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 the 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 Sept. 15 launch of the Fenty x Puma Avanti promises to be a momentous event, marrying the worlds of music, fashion, and sportswear heritage in a harmonious symphony. Rihanna’s return to the forefront of the sportswear fashion scene is sure to make a resounding impact, as fans and fashion enthusiasts eagerly await the chance to own a piece of this iconic collaboration.
