Sportswear brand Puma teases a collaboration with Rihanna and her Fenty line, announcing across its social media platforms the star’s return to the brand.
Key Details
- Puma recently announced a collaboration with singing sensation and former creative director Rihanna and her Fenty line—posting “She’s back” to its social-media channels along with the two brands’ logos.
- Rihanna joined Puma in 2014 as the creative director, launching successful shoes, clothes, and hosted several fashion shows.
- Her last collection with the brand was released in 2017, the same year she released her Fenty Beauty line.
- Fans can go to the Puma website and sign up for notifications for news about the Puma x Fenty release.
Why it’s news
Celebrities taking an active role in fashion businesses is a trend that seems to be sparking some success in recent years. More than mere endorsements, the business relationships put the personality inside the company: Kanye West and Beyoncé designing for Adidas (thought West’s deal fell apart after much success), and most recently Pharrell Williams landing down as creative director for Louis Vuitton.
Since singer Rihanna has been in the news recently, after taking a multi-year hiatus from music, for headlining this year’s Super Bowl, she is releasing a new line with previous partner Puma.
Sportswear brand Puma recently teased on its website and social-media channels that it is launching a new collaboration with Rihanna and her Fenty line. Puma posted photos saying “She’s back,” along with the two brands’ logos.
This isn’t Rihanna’s first collaboration with the sports brand. She became the brand’s creative director in 2014, where she launched successful shoe lines, clothes, and hosted fashion shows for the brand.
Her last release with Puma was in 2017—the same year she launched her Fenty Beauty line. Fenty has been highly successful, with Forbes estimating the company’s value to be around $2.8 billion in 2021.
Rihanna also released an underwear and lingerie brand called Savage x Fenty that also garnered significant success and is worth about $1 billion.
Exact details of the collaboration have not been released or what the collection might consist of, but fans can go to the Puma website and sign up for notifications of the release.
Celebrity brand collaborations
The Fenty x Puma collaboration is yet another celebrity and brand teaming up to sell products, but recently celebrity collaborations haven’t been as successful as they once were.
Beyoncé has a line with shoe brand Adidas called Ivy Park, but the brand is reportedly struggling to meet sales and expectations. The singer’s Ivy Park line decreased by over 50% to roughly $40 million in 2022, falling very short of Adidas’s $250 million estimation.
The company expected the singer’s brand to bring in more than $250 million for the year, falling very short of expectations.
The decrease in sales of the singer’s line was another problem facing Adidas after the brand dropped rapper Kanye West’s Yeezy shoe line. While the Yeezy brand was extremely popular, Adidas ultimately had to end the partnership with Ye after the rapper made anti-semitic remarks on social media.