Puma signed Rihanna as their Women’s Creative Director in 2014. As Creative Director, Rihanna fuses her independent approach to music and fashion, her love of Japanese street culture, and the sport-driven design of Puma.
The resulting collections from Fenty Puma by Rihanna are nothing short of fearless and eclectic. Fenty Puma has now become the forefront of street fashion, refining sports and streetwear silhouettes with her eccentric and exaggerated style.
The most iconic piece of the debut Fenty Puma range was her Creeper sneakers. The cult hit was crowned the ‘Shoe of the Year’ in 2016 by Footwear News, previous won by Yeezy’s Boost 350 in 2015.