Rihanna and PUMA Reportedly End FENTY Partnership

The reigning queen of pop culture and fashion may officially be entering a new era. According to recent reports, Rihanna and PUMA have quietly concluded their revived FENTY partnership following the completion of a reported three-year agreement.

The collaboration returned in March 2023 shortly after Rihanna’s headline-making Super Bowl LVII Halftime Show performance, reigniting one of fashion’s most influential celebrity-brand partnerships. Rather than renewing the agreement, reports suggest Rihanna has chosen to move on, bringing another major chapter in sneaker culture to a close.

When Rihanna first partnered with PUMA in 2014 as creative director for womenswear, the move reshaped the relationship between fashion, sportswear, and celebrity influence. The original FENTY x PUMA era helped define mid-2010s streetwear culture, most notably through the success of the Creeper sneaker, which became a global phenomenon and pushed PUMA into a new cultural conversation. The partnership also played a major role in accelerating the rise of luxury streetwear aesthetics across the industry.

The revived partnership introduced a new lineup of lifestyle-focused silhouettes, including the soccer-inspired Avanti, the oversized Creeper Phatty, and the Cat Cleat sandal. While the releases generated strong visibility online, the second chapter of the collaboration struggled to recreate the same cultural frenzy and commercial dominance that defined the original run.

Speculation surrounding the split intensified after Rihanna was recently photographed wearing Jacquemus x Nike Moon Shoes — a notable shift for someone historically loyal to her active brand partnerships. For many sneaker insiders, the appearance signaled that her relationship with PUMA may have already reached its conclusion.

Industry reports indicate the separation is amicable, with the agreement simply reaching the end of its term. Even so, the news has already sparked widespread speculation about Rihanna’s next move in fashion and footwear.

Regardless of what comes next, Rihanna’s impact on women’s sneaker culture remains undeniable. Beyond footwear, the mogul continues to expand her business empire through Savage X Fenty and Fenty Beauty, both of which continue to thrive as global powerhouses.

Photos Credit: Instagram