Fenty/Puma
Rihanna’s brands Fenty and PUMA have teamed up once again for the singer and entrepreneur’s latest reimagined release, Avanti. Miss Fenty returns to her previous role as creative director for Fenty x Puma. The Avanti is a remix of Puma’s two iconic shoes, the King Football Boot and the traditional running shoe, the Easy Rider. Rihanna and Puma were known for releasing sneakers that made sporty style do a double take, so this dynamic recreation is the perfect item to make a comeback.please remember iconic creeper sneakersFrom 2015 to 2018, Rihanna teamed up with Puma for a series of clothing and shoe collections and everyone expected the next big trend.? The partnership between the two companies also featured her four fashion shows in both Paris and New York.
Avanti shoes are not only available for children, but also unisex shoes for adults, so the whole family can wear them. The original Puma King Football boots were worn by icons such as Pele, Eusebio and Maradona in 1968. Then, in 1978, a new jogging shoe franchise was introduced: Puma Easy Rider. In 1998, PUMA teamed up with Jil Sander and he merged the two styles to create Jil Sander King. All of these different versions of the shoe were the inspiration for his Avanti sneaker, which was launched in 2001. The latest version features Rihanna’s own creative design details, right down to the leather used in the shoe’s outsole.
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“I wanted to bring something iconic out of the archives to the street, and the late Pele made the Avanti shoes so iconic,” said Rihanna.
The Avanti is crafted from buttery soft vintage leather in chrome silver and black and features a long, foldable tongue embossed with the joint Fenty X Puma logo. The sneaker’s leather footbed and gum outsole reflect PUMA’s deep roots in the sport of football. The face in the new drop’s campaign was, of course, Rihanna in the shoes photographed by photographer Dennis Ruupold.
“This is a very exciting start to our partnership,” said Maria Valdez, Chief Product Officer at PUMA. “Together we opened the PUMA archives and spent time identifying the right product that we heard Rihanna talk about. Avanti is a PUMA classic with a unique and iconic perspective on the terrace. We are very pleased to see this project come to fruition and look forward to seeing what the next few years have in store for us.”
The Fenty x Puma Avanti will be available worldwide. puma.pcom Available September 15th at select retailers. The second installment of Avanti will be released this fall. Please stay tuned for further details.