Rihanna’s Announces New Puma X Fenty Line, Taps Into Soccer Culture and Family-friendly Vibe

Good news everyone! Rihanna is apparently continuing her longstanding partnership with Puma. On Thursday for Footwear News’ September cover, the multi-hyphenated superstar unveiled the Puma Avanti sneaker, which is the centerpiece of a soccer-inspired collection. Here’s everything we know about her latest venture:

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“Football is a universal language that brings people together from all over the world, all walks of life, and I wanted to pay homage to that.”

Rihanna to Footwear News

Rihanna & The Puma Avanti Sneaker: Details & Further Information

Source: Instagram

For this footwear line, Rihanna went digging in Puma’s 75-year vault of history. The superstar ultimately chose the Avanti sneaker because it was inspired by the King football boot, which Brazilian soccer superstar Pelé wore during his 1970 World Cup win. As a long-time soccer fan, the shoe appealed to Rihanna due to its strong connection to the sport! The collection will be available on and at select shops worldwide beginning September 15. A second Avanti release is also planned for later this fall.

The superstar’s newest sneaker release, priced at $160, is unisex and available in all adult sizes. However, she insisted that children be included in the fun of her latest line, telling Footwear News, “We had to extend the line to kids so that the whole family can be a part of this.” The star further told Vogue Magazine that “coming back to Puma as a mom, in a new space, allowed for new perspectives and ideas.”

Source: Instagram

“Digging into Puma’s archives is always incredible. There is so much history and legacy here, and I wanted to honor that by paying tribute to the Avanti. [The King is] the shoe Pelé played in and made very famous, and I know people are looking forward to their return.”

Rihanna to Vogue Magazine

When did Rihanna begin her partnership for Puma? A look back

Rihanna first collaborated with the company in 2015 as creative director and global ambassador. She later took a step back in 2017 to focus on expanding her Fenty ’empire’, which includes Fenty Beauty and Savage x Fenty. Following the superstar’s much awaited return to the stage at the Super Bowl in March, Puma teased her comeback on social media, tweeting, “She’s back,” with the Fenty and Puma logos side by side.

Source: / PUMA / Instagram