Rihanna Enters Her ‘Soccer Mom Fashion Era’ For Fenty x Puma Avanti Sneakers Campaign
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That Rihanna reign just won’t let up. This time, we are referring to her latest release: The Fenty x Puma Avanti sneakers.
In a unique twist, Rihanna hosted a press conference in Los Angeles to unveil her latest creation. Instead of the usual crowd of journalists, she welcomed a group of enthusiastic kids as the only questioners. The Fenty Beauty founder enlisted the help of young influencers like Jazlyn “Jazzy” Guerra, Bowie Layne Barcena, twins Alexis and Ava McClure, Jabria McCullum and more for the new campaign to promote her sneaker. And the group full of the internet’s favorite youngsters couldn’t be more adorable.
With football as her inspiration, Rihanna redefines the concept of “Soccer Mom” by blending fashion, sportiness, and comfort effortlessly. The striking new colorways of the Fenty x Puma Avantis are now available for purchase at Puma.com, offering a fresh take on athletic footwear.
Drawing inspiration from football legends, the Avanti style is an elevated take on classic sneakers. It features premium leather, touches of gold, and retro gum soles. Romeo Beckham and many others have been spotted wearing this Fenty x Puma sneaker in the latest campaign. The design also showcases a soft leather upper, attached fold-over tongue in leather, lace closure, brown leather lining, EVA foam wedge midsole, gum outsole and Fenty x Puma co-branding details.
Puma, a global sports brand, specializes in designing, developing, and selling footwear, apparel, and accessories. With a 75-year history, Puma drives innovation by crafting products for top athletes. It offers performance and lifestyle products across various categories. Through collaborations, Puma integrates sports influences into street culture and fashion. The Puma Group includes Cobra Golf and stichd, reaching customers in over 120 countries.
Rihanna first partnered with Puma in 2014 as the creative director and brand ambassador appearing in advertisements in 2015. In 2016, the debut colorway collection was launched with a live-streamed fashion show. The multifaceted star is no stranger to a shoe collaboration, given she’s worked with huge brands like Manolo Blahnik, Amina Muaddi, along with Puma.
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