Rihanna and PUMA Reportedly Conclude FENTY Partnership

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Summary

  • Rihanna’s multi-year FENTY x PUMA partnership has reportedly come to an end, quietly closing out her second collaborative era with the sportswear giant
  • The renewed deal, which officially kicked off in March 2023, was structured as a three-year contract that has run its course and will not be renewed
  • Adding fuel to the speculation, the billionaire mogul was recently spotted in New York City rocking a pair of Jacquemus x Nike Moon Shoes, confirming her newly acquired sneaker free agency

Rihanna, a major force in both pop music and fashion, is now free to partner with any sneaker brand she chooses. Her successful collaboration with PUMA, which was reignited in March 2023 after her memorable Super Bowl performance, has ended. She’s completed her three-year contract and decided not to renew. This marks the end of a significant era in celebrity-brand sneaker partnerships, and everyone is eager to see what she does next.

When Rihanna became a creative director for PUMA’s women’s line in 2014, she immediately made a big impact on the brand and fashion trends. Her first collection, known as FENTY x PUMA 1.0, created the popular Creeper sneaker, led to record sales, and played a major role in the rise of luxury streetwear in the mid-2010s. When she returned to collaborate again with PUMA, the market was very different. While her second collection included appealing items like the Avanti, Creeper Phatty, and Cat Cleat sandal, it didn’t generate the same excitement or success as her original, groundbreaking work.

The first hint of a parting of ways became public when photographers spotted Rihanna wearing shoes from a rival brand, Jacquemus x Nike. Given her history of consistently supporting her brand partnerships, this unexpected public display signaled she was no longer tied to those agreements.

Sources say the split was completely friendly and happened because their contract ended. It seems A$AP Rocky is also leaving PUMA, with his last designs for the brand coming out this spring. This suggests PUMA is planning a major change in how they work with celebrities.

With PUMA reassessing its direction, everyone is wondering what Rihanna will do next. She’s already incredibly successful with her Savage X Fenty and Fenty Beauty brands, which are supported by LVMH, so she doesn’t need to rush into a new shoe deal. She might eventually partner with a major brand like Nike, or she might simply enjoy the flexibility of choosing her own footwear. Regardless, Rihanna’s impact on women’s sneakers is lasting and secure.

 

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2026-05-25 06:26