Rihanna’s Fenty Renews Partnership With Puma

Photo Credit: Dimitrios Kambouris
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Photo Credit: Dimitrios Kambouris



Rihanna has renewed her partnership with sportswear company Puma. Arne Freundt, the brand’s CEO, posted “she’s back” above the Fenty and Puma insignia in a two-word news release.

The two have been working together since 2014, when she joined the German brand as creative director. She was hired to “work with Puma to design and tweak iconic Puma styles as well as create new styles to add to the Puma product line,” according to a press release issued at the time.

According to Vogue, during her tenure with Puma, they collaborated on the award-winning Fenty x Puma Creepers footwear and also organized a series of presentations at New York Fashion Week. In 2017, she collaborated with Puma for the first time. Rihanna pursued other endeavors after the project took an unplanned halt.

One of the projects, in addition to her cosmetics brand Fenty Beauty, was the introduction of Fenty Fashion in collaboration with LVMH. According to Vogue, the collaboration made her the first Black woman to create a luxury line with the heavyweight fashion company. In 2021, the brand was put on hiatus. In addition, the singer launched the lingerie label Savage x Fenty and expanded her beauty line to include a skincare line named Fenty Skin.

Forbes acknowledged the Barbados singer, actress, and lingerie mogul as a billionaire in 2021, after calculating her assets at $1.7 billion. Rihanna’s wealth also makes her the world’s richest female artist, second only to Oprah Winfrey as the world’s richest female entertainment. Although the entertainer rose to prominence through music, Forbes claims that it is not her music that has made her wealthy.

At least $1.4 billion of her money is derived from the value of Fenty Beauty, with the remainder derived from her investment in Savage x Fenty as well as her profits from music and acting.

Puma CEO Freundt did not provide details on the new partnership with Rihanna, but individuals can sign up to receive updates about Fenty x Puma releases on the Puma website.

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