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PUMA announced a new multi-year partnership with Rihanna, making her Global ambassador for Women’s Training and the PUMA Women’s Creative Director, kicking off in January 2015. As part of her role, Rihanna is working with PUMA to design and customize classic PUMA styles as well as creating new styles to add to the PUMA product portfolio.


Back in December 2014, Rihanna flew to Herzogenaurach, Germany, to sign her contract in Puma’s headquarters with Bjørn Gulden (CEO at PUMA) who commented: “Signing Rihanna is a fantastic step for PUMA. Her global profile, her charisma and individuality, her ambition – all these things make her a perfect ambassador for our brand. (…) We’re delighted to have her as a partner, and we’re looking forward to what’s to come.”


She is playing a starring role in PUMA’s brand campaign, Forever Faster and is featured along with many of PUMA’s world-class athletes such as Usain Bolt. Starting in April 2015 Puma was revealing new Rihanna ads from upcoming FOREVERFASTER campaign. She also was featured in the video for #NoMatterWhat campaign.


Then in September Rihanna announced her first shoe collection, releasing black/white suede creepers with campaign featuring hip-hop artist Travis Scott. Sold out online in 3 hours! Watch BTS of the photoshoot here


then added new colorways a week later:


later in November continued her campaigned with two extra colors:


followed by May, Puma released 3 new color-ways:


and then Camo creepers in July 2016



Bloomberg Business reports that Puma's 2015 fourth quarter earnings managed to surpass analyst predictions with €879 million (roughly $975 million) in sales, which are up 17.1 percent from fourth quarter 2014 and far beyond expert projections of €847.9 million. The sales surge is due in large part to its Rihanna's creepers. 

Puma CEO Bjoern Gulden added that "She can sell sneakers and Puma is onto something here which we haven't seen yet in the women's area."


Throughout the year Rihanna was spotted out and about wearing her iconic creepers as well as:  

The Trainers that were released in February 2016 in three color-ways - black, white and red (ads featured model Dudley O'Shaughnessy - who joined Rihanna in her "We Found Love" video)

image.jpegBehind the scenes video.

Leadcat Fur Slides released on April 2016 also in three color-ways - white, pink and black (ads also featured Dudley)

image.jpegBehind the scenes video.

- new color-ways has been added to trainers and fur slides collection - GREY - during the summer:


It was just the beginning.

Rihanna in February revealed her autumn/winter 2016 FENTYxPUMA collection on New York Fashion Week (her debut!)


With more than 70 pieces in the autumn/winter 2016 collection Rihanna and Puma created over 40 different looks on fashion show that were presented by over 30 models including Hadid sisters - Gigi & Bella - and Dudley O'Shaughnessy. Watch full FENTYxPUMA show and highlights


Here are some behind the scenes from the AW16 campaign photoshoot

Offical promotional ad pictures:



Rihanna recently directed Cara Delevigne's Do You Puma campaign. “It was effortless to collaborate with her because she’s a close friend. I really admire both her business mind and her creativity, so working on this campaign together was a really great experience." ~ Cara



Creppers will be restocked on September 29th in 4 oryginal colorways



Rihanna is confirmed to debut her FENTYxPUMA Spring/Summer 2017 collection on Paris Fashion Week on September 28th (7:30pm-8:30pm). You can watch the fashion show exclusively on TIDAL for free.



You can spot 3 heels from spring/summer collection in CR Fashionbook behind the scenes video!

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Fashion Show preparations:

Rihanna made history with her debut show on Paris Fashion Week 2016 with her Spring/Summer 2017 coming in March next year. She presented over 30 looks in 2 presentations (added more olive and brown looks in the second one). 


Here are all looks from the show:



After months of wait Rihanna finally announced that she's doing her 2nd puma fashion show in Paris with her Autumn/Winter collection inspired by school.


Here is the full show:

Rihanna has presented over 50 looks inspired by skaters, gothic, bad girls/mean girls and more.


*inserts all looks pic*

Here are behind the scenes:

and recap of the show:

On March 9th Puma released few pairs of shoes from her Spring/Summer collection:


The collection will be released in a few drops from April till June.





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according to Hollywood Reporter, next #FENTYxPUMA collection will be released in February 2017 and have not one but two presentations on September 28th

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On 27 września 2016 at 2:40 PM, Ola said:


Second drop for autumn/winter is set to be released on October 15th

Ok so apparently the second drop comes on 6th:


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23 minutes ago, rudeboytay said:

Can't wait!!! Do we know exactly what will be in the Oct. 6th drop?

I know some 👀 I will do collage tomorrow ❤️

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