Rihanna returned to Puma as the creative director of Fenty x Puma and launched the first footwear collection of the partnership, called Avanti. According to a statement from Puma, the Avanti is a unique combination of two brand icons, merging the high-quality design of King football boots with the sole technology of Easy Rider running shoes.
The collaboration between Rihanna and the brand began in 2015 with the famous Creeper. Over three years (2015-2018), Rihanna and Puma released multiple shoe and clothing collections, including the Fenty x Puma sneakers and the Fenty x Puma fur slides, among other items. Together, they participated in four fashion shows in New York and Paris.
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Rihanna’s passion for football and the sport’s influence on her lifestyle served as inspiration for this footwear line. Additionally, both Rihanna and Puma wanted this release to be affordable for the whole family.
The Avanti model, once worn by football legends and now revitalized by Rihanna, is available as unisex footwear for adults and children. Rihanna commented, “I wanted to bring something relevant from the archives to street style, and the great Pelé made the Avanti model truly iconic,” as quoted in the statement.
The original Puma King football boot was born in 1968 and was worn by football icons like Eusébio, Pelé, and Maradona. In 1978, PUMA introduced the Puma Easy Rider line of running shoes. In 1998, the collaboration between Jil Sander and PUMA resulted in the Jil Sander King, combining these two styles.
The Avanti’s design was inspired by this model and created by Puma in 2001. Now, in 2023, Rihanna has added her personal design language and creative elements, from fur details to the rubber sole, giving her fully customized version to this brand classic.
The Fenty x Puma Avanti is a modern interpretation of the football trend, with soft vintage leather and a foldable tongue featuring the Fenty and Puma Cat logos embossed in gold foil.
It features a rubber sole and a leather insole, maintaining the connection to PUMA’s rich history and heritage in football. The black-and-white version is complemented by a chrome version with laser-engraved logos and fur details.
The FENTY x PUMA Avanti is available online worldwide and at selected retailers starting from September 15.
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