Rihanna's Fenty returns to Puma

By

Jennifer Braun

Published
Mar 1, 2023

Rihanna's Fenty brand is making its triumphant return to Puma. 

The sports company announced on Wednesday a new partnership with the global superstar in a simple and brief statement: “She’s back,” said Arne Freundt, chief executive officer at Puma. The statement was equally shared to Puma’s social media. 

Rihanna, who most recently made headlines for her Super Bowl halftime show performance and baby reveal, first teamed up with Puma as a global ambassador and creative director in 2014. She went on to release a series of sell-out sneakers and to produce runway shows in both New York and Paris. Her last Fenty x Puma collection was released in 2017. 

In 2019, Rihanna launched Fenty, her ready-to-wear line with LVMH, but ultimately shuttered two years later, amid reports of declining sales. Today, Fenty’s ecosystem focuses on cosmetics, skincare and lingerie.

Her Fenty Beauty and Fenty Skin collections, as well as the lingerie line, Fenty X Savage, have continued to dominate the industry, as well as Rihanna’s overall bottomline. Beyond her businesses, the singer is also set to release a new album this year. 

No other information was shared on Wednesday regarding the Puma collaboration, just a promise that more news would be “coming soon."