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How to cop Rihanna’s new FENTY x PUMA collab in the Middle East

Sportswear meets fashion with the new football-inspired sneaker.

R&B sensation Rihanna and sportswear giant PUMA have announced their latest collaboration. The resurgence of FENTY x PUMA blends PUMA’s sports legacy with Rihanna’s iconic status as a trendsetter in the worlds of music, culture, and fashion. 

Kicking off this partnership is the FENTY x PUMA Avanti, a sneaker that marries the premium leather design of the King football boot with the distinctive outsole of the legendary heritage running shoe, the Easy Rider.

Rihanna’s passion for football, combined with the sport’s immense impact beyond the playing field, served as the inspiration behind this new footwear collection. The Avanti features luxuriously soft vintage leather, a fold-over tongue adorned with a debossed and printed gold-foil FENTY and PUMA logo. The gum outsole and leather footbed pay homage to PUMA’s legacy and heritage in the realm of football. In addition to the classic black and white version, there is also a sleek chrome edition, complete with laser-etched logos and leather chrome accents, adding a touch of sophistication to the collection.

Rihanna and PUMA are committed to making this launch inclusive. The Avanti, once worn by sporting legends and now reimagined by Rihanna herself, is a unisex shoe designed to cater to adults and children, ensuring that the whole family can enjoy the style.

“I wanted to bring something iconic from the archives to the street, and the late great Pelé made the Avanti shoe so iconic.” said Rihanna, who recently headlined the Super Bowl LVII halftime show.

Rihanna’s return as the Creative Director of FENTY x PUMA is the result of a multi-year partnership that promises a slew of exciting product launches. This is not the first time that Rihanna and PUMA have worked together. Between 2015 and 2018, Rihanna and PUMA jointly launched numerous footwear and clothing collections, featuring standout items like the FENTY x PUMA trainer and the FENTY x PUMA fur slide.


How to purchase the FENTY x PUMA Avanti in the Middle East

The Avanti will be available worldwide on ae.puma.com from 6pm GST on Friday, 15 September 2023. The shoe will also be available in limited quantities at select retailers. 

A second Avanti drop will follow this autumn.

GO: Visit https://ae.puma.com for more information.

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David Tapley - Editor-in-Chief
As editor-in-chief of the region’s most fiercely local lifestyle publication, David is a self-proclaimed hip-hop aficionado, championing all things food, travel, street art, and streetwear across the United Arab Emirates and the Kingdom of Saudi Arabia.

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