Puma court rider release date12/30/2023 ![]() ![]() The inherent quilted stitched upper lends itself to telling luxury product stories,” he said. “The Avanti has some great history for Puma. Puma is confident that the pair can bring a new perspective and point of view to terrace culture, which revolves around retro low-top sneakers from the 1970s and ’80s, named after the standing section at soccer stadiums.ĭespite Rihanna’s undeniable star power, the Avanti could potentially face some competition from the Samba, Gross said. … More importantly, her artistic choices seem to be undeniably authentic in every way. If executed well, her cult following may still hunger for her pointed product perspectives. “Rihanna is such a force with her discerning looks. But if anyone can keep the heat around soccer going, it’s Rihanna, said Extra Butter creative director Bernie Gross. With Rihanna at the helm and Puma’s own history in the category, the brand has the opportunity to be a leader in the space.įashion experts, however, know trends move quickly. Sneakers rooted in soccer, such as the Adidas Samba, saw a 1,325 percent search increase year-over-year, and searches for “Brazil Jersey” saw a 600 percent surge between January and June. “This is probably one of our most successful franchises,” he said.ĭepop, the Gen Z-loved social e-commerce company, for example, has seen exponential growth in the category. And that led to the brand offering a whole collection of sneakers and sandals under the Mayze name. “She almost rejuvenated the whole classic platform sneaker trend with the Creeper,” Puma global creative director Heiko Desens said. It was the same year Rihanna took home FN’s Shoe of the Year. The Fenty x Puma Creeper quickly became the most sought-after sneaker in 2016, crashing the brand’s website and selling out with every drop. Nearly a decade ago, Rihanna changed the course of what a celebrity partnership could look like, disrupting the sneaker business during a lucrative period for celebrity and athletic brand partnerships. In this new chapter, we just wanted to build on top of that.” The Fenty x Puma Avanti launches in two colorways: black/white and chrome Dennis Leupold ![]() “By going into our classics business and into our archives, it gave Rihanna a canvas where she can bring that creativity,” said Puma chief product officer Maria Valdes. (Her luxury fashion house, Fenty, launched in partnership with LVMH in 2019, but the line was suspended indefinitely in 2021.) And she hasn’t released another album - instead shifting much of her attention to the Fenty empire, which now includes her wildly successful cosmetics brand Fenty Beauty, Fenty Skin and the growing Savage x Fenty lingerie line. The mom of two has been busy building her family with partner and rapper A$AP Rocky. The star’s innate ability to constantly reinvent herself and stay firmly in the spotlight - whether she’s partaking in a pregnancy shoot on the streets of Harlem in a hot-pink vintage Chanel puffer coat or making her TikTok debut with a video of her son RZA (it has 36 million views) - has made Rihanna an everyday icon at a time when many celebrities of her caliber seem unattainable. Since then, anticipation has been building around the debut, set for this week. Puma revealed the news with a simple statement: “She’s back.” The surprise partnership was first revealed in the middle of Paris Fashion Week in March, not long after her headline-making Super Bowl Halftime Show performance. Fenty is stronger now than it was when she was with us before,” said Bob Philion, president and CEO of Puma North America. ![]() “She moves culture, sets trends and she certainly can move our business. We Tested the PUMA Palermo Sneakers That Are Setting Lifestyle Shoe Trends for 2024
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