The partnership ended in 2017, and the buzzy sneakers have been popping up on resale sites ever since. But now, it appears the partnership is back for Fenty x Puma 2.0. On Wednesday morning, Puma posted a teaser on Instagram with the Fenty and Puma labels and the caption "Coming Soon."
No additional details of the revival have been announced as of yet. A press release announcing the partnership only had this to say: “She’s back,” from Arne Freundt, Chief Executive Officer at PUMA (referring to Rihanna presumably).
At its peak, Rihanna helped Puma reach nearly $1 billion in sales. The fashion mogul went on to launch her own beauty line, Fenty Beauty, lingerie line Savage x Fenty as well a luxury ready-to-wear fashion brand with LVMH called Fenty which has since been discontinued.
A few days ago, perhaps as a subtle teaser for this moment, Rihanna stepped out in a pair of King Avanti Premium sneakers from Puma just a few days after her Super Bowl performance. Interestingly, Puma already has a couple of Roc Nation names under its wing, including Jay-Z and J. Cole.
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