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Rihanna and PUMA have officially unveiled the first effort from their renewed FENTYxPUMA partnership: the King Avanti Premium. The PUMA Avanti is based on the iconic PUMA King football boot that debuted in 1968 and was worn by Pelé, Johan Cruyff, and Diego Maradona. Rihanna’s FENTY x PUMA Avanti design was informed by the Jil Sander King from 1998, which brought the performance boot’s upper onto a lifestyle-ready sole unit. The German sportswear brand established the Avanti as a mainstay of its roster in 2001, bringing Jil Sander’s collaboration to the 21st century.
The FENTY x PUMA Avanti is set to debut on September 15th in two colors – black/white and chrome. The shoes will launch in toddler, kids’, and adult sizing, with prices ranging from $80 to $160 USD.
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The FENTYxPUMA partnership launched in 2014 to unprecedented success, catapulting Rihanna and her creative vision to the forefront of celebrity footwear. The line has been dormant for a handful of years, but both collaborators confirmed a relaunch of the partnership back in March.
Recently, official PUMA social media channels shared a sneak peek at a FENTYxPUMA photoshoot. The 19-second clip showcases Rihanna with her face and hair campaign-ready and dressed in a number of flowy, oversized garments. Riri’s garb favors a muted grey tone that suggests upcoming footwear from her PUMA partnership dons similar ensembles. A timeframe of the line’s relaunch hasn’t been specified by either party, but it’s likely product will drop in time for fall and winter; an understated color palette, then, makes sense. The teaser video doesn’t depict any footwear, but it’s likely a renewed FENTYxPUMA partnership reimagines classics like the PUMA Creeper and BOW SLIDE, while also delving into the world of chunky “dad shoes” and mules.
Stay tuned for more updates.
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