Coming back to a story we covered a week ago, Rihanna and PUMA make a powerful comeback with the highly-anticipated Avanti, marking a new phase in the Fenty x PUMA collaboration.
This dynamic partnership seamlessly blends PUMA's rich sporting legacy with Rihanna's unrivaled influence in music, culture, and fashion. The latest installment taps into the surging popularity of football-inspired footwear, signaling a trend that is taking off both on and off the field.
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As the newly-appointed Creative Director of FENTY x PUMA, Rihanna chooses to delve into the brand's sporting heritage, setting the stage for the Avanti's grand entrance. Representing the very first footwear creation of this collaboration, the Avanti presents a captivating fusion of two iconic PUMA styles.
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Packed with ingenuity, it combines the top-notch leather design of the beloved King football boot with the notable outsole of the heritage running shoe, Easy Rider. The story behind the Avanti's creation can be traced back to 1968 when the PUMA King initially made its debut. Fast forward to 1978, and the birth of the PUMA miele sparked the beginning of a remarkable lineage in jogging shoes, eventually evolving into the remarkable PUMA Easy Rider. Then, in 1998, the world witnessed the groundbreaking fashion collaboration between Jil Sander and PUMA, which seamlessly merged these two iconic styles in the form of the Jil Sander King. This extraordinary fusion serves as the primary inspiration behind the Avanti, which PUMA introduced in 2001. Now, in 2023, Rihanna steps up to infuse her personal design touch and creative vision into the Avanti.
Every aspect, from the intricate leather details to the gum outsole, showcases her unique spin on the timeless PUMA aesthetic. As a fashion-forward take on the football trend, the FENTY x PUMA Avanti indulges wearers with its velvety vintage leather, complemented by a fold-over tongue that features a debossed and printed gold-foil FENTY and PUMA CAT logo. Its gum outsole and leather footbed pay homage to PUMA's esteemed sporting history. The Avanti comes in a classic black and white pairing, enhanced by a chrome execution that boasts laser etching and luxurious gold accents.
With its distinctive terrace-inspired aesthetic, this collaboration pays homage to the beautiful game in a stylish and modern way. Speaking about the project, Rihanna expressed her excitement, stating, "I wanted to bring something iconic from the archives to the street, and the late great Pelé made the Avanti shoe so iconic." The partnership between Rihanna and PUMA has been a thrilling journey thus far, with the two diving into the PUMA archive to find the perfect product that captures Rihanna's vision.
Maria Valdes, Chief Product Officer at PUMA, shared in the excitement, saying, "The Avanti is a PUMA classic with a unique and iconic point of view on the terrace. I'm thrilled to see this project come to life and even more excited for what the future holds for us together."
To showcase the FENTY x PUMA collection, Rihanna spearheaded the campaign, which features a stellar lineup including A$AP Nast, Pure, and Felix Mallard. The campaign was brought to life by renowned photographer Dennis Leupold, capturing the essence of football with its pentagonal shape and stitching-inspired set design.
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This remarkable collaboration between Rihanna and PUMA is set to revolutionize the world of football-infused fashion, captivating sneakerheads and sport enthusiasts alike.
For more on the FENTY x PUMA Avanti, check out PUMA Sportstyle's Instagram page. Brace yourselves for an Avanti experience like no other - this masterpiece is set to redefine sporting style.
The FENTY x PUMA Avanti shoe will be available worldwide on puma.com starting September 15, 2023. Stay tuned for more game-changing collaborations from this dynamic duo in the coming years. Follow us for more, and subscribe to our Newsletter
