Earlier this year, Rihanna teased the revival of Fenty x PUMA, marking a new chapter in her long-standing partnership with the German brand. This collaboration dates back to 2014 when Rihanna was appointed as the creative director of womenswear for PUMA.

Now, Rihanna is offering an official first look at the return of Fenty x PUMA, starting with a fresh footwear franchise. As the official Creative Director of Fenty x PUMA, Rihanna and the brand have introduced a new shoe called the Fenty x Puma Avanti.

Puma originally introduced the Avanti in 2001, but for this collaboration, the shoe has received a fashion-forward rebrand. The designers aimed to create a shoe that intersects two of PUMA's key styles: the King football boot and the Easy Rider running sneaker. The result is a slim, vintage leather shoe with a narrow sole and a distinctive, folded tongue adorned with both "Fenty" and the PUMA cat logo in gold or silver.

Rihanna drew inspiration from the iconic footballers of the 1980s, such as Eusebio, Pelé, and Maradona, who made PUMA's football footwear famous during that era.

"I wanted to bring something iconic from the archives to the street, and the late great Pelé made the Avanti shoe so iconic," Rihanna explained.

"It's been such an exciting start to our partnership," said Maria Valdes, Chief Product Officer at PUMA. "We spent time together opening up the PUMA archive and identifying the right product that spoke to Rihanna. The Avanti is a PUMA classic with a unique and iconic point of view on terrace. I'm very happy to see this project come to life and even more excited for what the coming years have in store for us together."

The Avanti campaign, shot by Dennis Leupold, features Rihanna, along with other notable names such as A$AP Nast, Pure, and Felix Mallard.

The FENTY x PUMA Avanti will be available worldwide on Puma's webstore starting on September 15.

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