Rihanna is teaming up once again with the sportswear giant Puma. In an exciting announcement made today, September 7th, the duo unveiled the revival of their iconic sneaker, known as the Avanti. This marks a significant moment as it will be Rihanna’s first collection since assuming the role of the brand’s creative director, a position she stepped into following a hiatus in 2017.
A teaser clip released earlier provided a glimpse of what’s in store. The clip started with an off-screen voice asking, “Do you have an idea where you’re going next?” Rihanna intriguingly replied, “I mean, I know where I’m going next, but I can’t tell you that… What’s the fun in that?”
Fans and sneaker enthusiasts expressed their excitement in the comments section. One enthusiastic fan wrote, “OMG! Please bring back the Creepers.” Another inquired, “And when are you [getting] back in the studio?” Additionally, celebrities such as Stefflon Don, Lakeyah, and Lexi Underwood showed their support for the upcoming launch.
This collaboration signifies a new chapter in Rihanna’s illustrious career. Earlier this summer, she bid farewell to her position as CEO of the lingerie powerhouse Savage X Fenty, entrusting the reins to Hillary Super, the former CEO of Anthropologie Group. Despite stepping down, Rihanna remained a vital part of the company as the executive chair.
In a statement to Vogue Business, Rihanna reflected on the significant impact Savage X Fenty had on the lingerie industry during its five-year journey. She expressed, “It’s been beautiful to see our vision for Savage X Fenty impact the industry at such an incredible magnitude over the last five years. This is just the beginning for us, and we’re going to continue to expand in ways that always connect with the consumer.” She also added, “I’m so grateful and excited to welcome Hillary Super as our new CEO — she is a strong leader and is focused on taking the business to an even higher level.”
Apart from her professional endeavors, rumors have been swirling about Rihanna’s personal life. In August, reports surfaced that she had welcomed her second child with A$AP Rocky. While the name of their son has not been disclosed, sources suggest that it begins with an “R.”