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Fenty x Puma, Rihanna’s Popular Collaboration, Returns


Shortly after her sporty-chic performance at the Super Bowl Halftime Show, Rihanna is relaunching her Puma collaboration, Fenty x Puma, and we may have had a relaunch teaser without even noticing.

On March 1, Puma’s official Instagram account posted a photo saying, “She’s back.” to let fans know that the Rihanna line would return to shelves and online shopping carts. As noted vogue, Rihanna has worked with the sportswear label since 2014, with the last Fenty x Puma landing in 2017. The line was a big deal then, with catwalks and creeper-style sneakers wildly popular. (Check out Puma’s comments, where fans are begging the brand to bring them back.) Since then, Rihanna has moved on to various projects, including her lingerie and loungewear brands Savage X Fenty and Fenty Beauty.

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Puma has yet to share what we can expect from Rihanna’s return to the brand, or a release date, but Rihanna’s Super Bowl dancer costumes may have been an open hint of what’s to come. One dancer, Jazzy Gastineau, revisited the costume on TikTok and revealed that the dancers wore white Puma socks and white Puma sneakers alongside their all-white cargo pants sets. ‚ÄúThere were like four different styles of Pumas [available]but these are the ones I got,” Gastineau said. The shoes in question appear to be Carina’s classic style and not a new design, but this had having been a sneaky reference to the upcoming Fenty x Puma comeback.

If Rihanna teases the collaboration at a high-profile event like the Super Bowl, it means some really big things are coming very soon.

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Joanna Swanson

Joanna Swanson is Europe correspondent at the Thomson Reuters Foundation based in Brussels covering politics, culture, business, climate change, society, economies and inclusive tech. With specific focus in breaking news, she has covered some of the world's most significant stories.