The FENTY x PUMA Avanti
Rihanna launches the Avanti
Worn by legends, and revisited by Rihanna
When an international icon meets a global sports leader… Rihanna and PUMA officially launch their new product franchise. With this new adventure, Rihanna returns to the brand as Creative Director of FENTY x PUMA, as part of a multi-year partnership and several product launches.
This return of FENTY x PUMA combines the history and sporting heritage of PUMA with the almost mythical figure of Rihanna, an essential leader in the world of music, culture and fashion. The FENTY x PUMA Avanti, the first shoe franchise resulting from this partnership, is an unconventional mix between two PUMA icons, with on one side the high quality leather of a football shoe, in this case the King and, on the other side, the outsole of the popular Easy Rider running shoe — one of the oldest of the brand.
During their collaboration, Rihanna and PUMA have always had a history of launching disruptive fashion models, applied to sporty styles, starting with the iconic Creeper in 2015.
“I wanted to bring out the archives, an emblematic model, to find it in the street. The fact is that the great Pelé made the Avanti shoe so legendary” emphasizes Rihanna.
RIHANNA
Several collections of shoes and clothing were thus succeeded between 2015 and 2018, including the FENTY x PUMA trainer, the FENTY x PUMA fur slide, and many others. With four fashion shows in New York and Paris, FENTY x PUMA served as catalyst to the impact and relevance of the PUMA brand over the last decade. Rihanna’s love of football, coupled with the sport’s great influence off the field, served as the starting point for this shoe franchise. And Rihanna’s take on this classic style sets the stage for a new era of collaborations with PUMA in fashion and sports.
But that’s not all… for Rihanna as for PUMA, it was important that this launch be offered to the whole family, through a cool collection, both for children and for their parents.
Worn by legends and now revisited by Rihanna herself, the Avanti is also available as a unisex shoe for adults and children. A little history now. In 1968, the original PUMA King football shoe was released, worn by icons like Eusebio, Pelé and Maradona. In 1978, PUMA’s spinoff spawned a new jogging shoe franchise that later morphed into Easy Rider. In 1998, Jil Sander and PUMA launched the first fashion collaboration ever, blending their two styles, with the Jil Sander King. This shoe served as inspiration for the design of the Avanti, which was later created by PUMA in 2001. Today, in 2023, Rihanna brings her own design language and creative ideas… from the leather details, to the rubber outsole, to add her own touch to this classic PUMA style.
“The start of our partnership has been very exciting,” explains Maria Valdes, Chief Product Officer at PUMA. “We spent time together opening the PUMA archives and identifying the product that best suited Rihanna. The Avanti is a PUMA classic with a unique and iconic point of view. come to fruition and even more enthusiastic thinking about what the years to come have in store for us”
Maria Valdes, Chief Product Officer at PUMA.
The FENTY x PUMA Avanti is a fashionable take on the football trend, featuring buttery-soft vintage leather, a fold-down tongue with FENTY and PUMA CAT logos printed and stamped in gold. With a rubber outsole and leather footbed, the Avanti’s details reference PUMA’s history and heritage in football.
The black and white version comes with a signature execution chrome plated with laser engraved logos and chrome leather details. As creative director, Rihanna directed her first FENTY x PUMA campaign, shot by Dennis Leupold in a setting inspired by the shape of the pentagon, with stitching reminiscent of a football. This campaign features several personalities, in addition to Rihanna: A$AP Nast, Pure, Felix Mallard, as well as two young children.
The FENTY x PUMA Avanti is available worldwide on puma.com and at select retailers starting September 15, 2023 at 10am EST. A second version of the Avanti will follow this fall.
Copyright : © The FENTY x PUMA
More information : puma.com
Selection by: Rachel Joulia-Helou, editor-in-chief of AMILCAR MAGAZINE GROUP.
AMILCAR MAGAZINE to discover on Linktr.ee: https://linktr.ee/amilcarmagazine
Publishers:
- Rachel Joulia-Helou, editor-in-chief of AMILCAR MAGAZINE GROUP.
- Alexandre Joulia, photographer and deputy editor of AMILCAR MAGAZINE GROUP.
AMILCAR USA – AMILCAR CANADA – AMILCAR UK MAGAZINE :
- Rachel Joulia-Helou: Editor-in-chief of GROUPE MAGAZINE AMILCAR.
- Contacts: rachel@amilcarmagazine.com – alexandre@amilcarmagazine.com
- usa@amilcarmagazine.com – uk@amilcarmagazine.com
- Alena Odegova: Public Relations Manager AMILCAR CANADA MAGAZINE
- Contact us: canada@amilcarmagazine.com – alena.odegova@amilcarmagazine.com
- Official photographer Marushka Mikulas: https://www.instagram.com/marushka.me/
AMILCAR MAGAZINE GROUP :
- AMILCAR MAGAZINE GROUP: https://amilcarmagazine.com
- AMILCAR MAGAZINE: https://news.amilcarmagazine.com
- AMILCAR USA MAGAZINE: https://usa.amilcarmagazine.com
- AMILCAR UK MAGAZINE: https://uk.amilcarmagazine.com
- AMILCAR CANADA MAGAZINE: https://canada.amilcarmagazine.com
- AMILCAR CORSICA MAGAZINE: https://corsica.amilcarmagazine.com/
- AMILCAR LUXURY SELECTIONS: https://luxuryselections.amilcarmagazine.com/
- AMILCAR SEASIDE MAGAZINE: https://seaside.amilcarmagazine.com/
- AMILCAR STYLE & BEAUTY MAGAZINE: https://styleandbeauty.amilcarmagazine.com/
- AMILCAR FASHION MAGAZINE: https://fashion.amilcarmagazine.com/
- AMILCAR MEN’S MAGAZINE: https://mens.amilcarmagazine.com
- AMILCAR MOTORS MAGAZINE: https://motors.amilcarmagazine.com/
- AMILCAR GOURMET: https://gourmet.amilcarmagazine.com
- AMILCAR DESIGN MAGAZINE: https://design.amilcarmagazine.com/
- AMILCAR BUSINESS: https://business.amilcarmagazine.com/
- AMILCAR KIDS MAGAZINE: https://kids.amilcarmagazine.com/
- AMILCAR WATCHES MAGAZINE: https://watches.amilcarmagazine.com/
- AMILCAR CHRONOS MAGAZINE: https://amilcarchronos.com
- AMILCAR TRAVEL MAGAZINE: https://amilcartravelclub.com
- AMILCAR STYLE MAGAZINE: https://amilcarstyle.com/
- AMILCAR BEAUTY MAGAZINE: https://beauty.amilcarstyle.com
- ALENA INSPIRATIONS : https://alenainspirations.amilcarstyle.com/
- BY RACKEL SELECTIONS: https://byrackel.com/
- THE RIGHT NUMBER MAGAZINE: https://therightnumbermagazine.com
AMILCAR MAGAZINE & THE RIGHT MAGAZINE ISSUE:
- Subscription on Viapresse: click here
- Fnac subscription: click here
- Subscription on Cdiscount: click here
AMILCAR CLUB GROUP:
- AMILCAR TRAVEL travel website: https://amilcartravelclub.tripplanet.com
- Concierge & Luxury Shopping: https://clubamilcar.fr/
- Shopping & Limited Edition: https://amilcarconceptstore.com/
- Offer an AMILCAR SHOP gift card: click here
- PR AGENCY: https://www.agence-mediane.com
- INTERNATIONAL PR AGENCY: https://www.international.agence-mediane.com/
- TALENT AGENCY: https://talentagency.agence-mediane.com/
Discover our brands in the windows of the Club Amilcar on B Signature Group :
- Hotel Bel Ami 5 stars – 5 star hotel : 7 Rue Saint-Benoît, 75006 Paris – https://www.hotelbelami-paris.com/fr/
- Hotel Montalembert 5 stars – 5 star hotel : 3 rue Montalembert 75007 Paris – https://www.hotelmontalembert-paris.com/
Discover our members in the windows of the Melià Paris Opéra hotel: Hôtel Paris Opéra Affiliated by Melia :
Address in Paris: 3 Bd Montmartre, 75002 Paris – click here
