We may have gotten a teaser of Rihanna’s new relaunch at the Super Bowl Halftime Show performance without even knowing it: a Fenty x Puma collaboration.
On Wednesday March 1, the official Puma Instagram account announced it was revisiting its partnership by posting a photo saying, “She’s back.” letting fans know that the Rihanna line would make its way back to shelves and online shopping carts. Rihanna has been working with the sportswear brand since 2014 when she came on as a global ambassador and creative director, with the most recent Fenty x Puma drop landing back in 2017. The line was extremely popular back then, complete with runway shows in both New York and Paris and creeper-style sneakers. Since then, Rihanna has branched out to different projects, such as her lingerie and loungewear brands Savage X Fenty and Fenty Beauty.
Puma has not announced what we can expect from Rihanna’s revival of the collaboration, nor did it share a launch date, timeline, or teaser as to what the aesthetic direction for the new collection will be, but Rihanna’s Super Bowl dancers’ costumes may have been a hint at what was to come. One dancer, Jazzy Gastineau, revisited the costume on TikTok and revealed that dancers wore white Puma socks and white Puma sneakers with their all-white care pant ensembles. “There were like four different styles of Pumas [available], but these were the ones I got,” Gastineau said. The shoes Gastineau ended up with appear to be the classic Carina style and not a new design, but it was likely a reference to the upcoming Fenty x Puma comeback.
Teasing the collaboration a major event such as the Super Bowl likely means big things can be expected soon.
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