Details on the re-established partnership are being kept largely under wraps. It’s likely that the return of Fenty x PUMA will lean further into Rihanna’s vision of inclusivity, with styles that adhere to a contemporary aesthetic.
The collaboration dates back to 2014 when Rihanna was officially announced as the global ambassador for Puma’s Women’s Training category and creative director of Puma Women’s division.
During her tenure, Rih staged several New York Fashion Week shows and released a highly sought-after sneaker, including 2016’s Fenty PUMA Creeper. The elevated lifestyle silhouette was even named Shoe of the Year by Footwear News in 2016.
The partnership with Rihanna had an immediate impact on Puma’s sales. As reported in February 2015 by Bloomberg Business, Puma’s 2015 fourth quarter sales totaled roughly $975 million, which was a 17.1 percent jump from its fourth quarter sales in 2014.
After her last PUMA collaboration was released in 2017, the partnership faded as the singer went on to pursue other projects.
Though a launch date is currently pending. Stay tuned for more information to come.