Sports company PUMA announced a new partnership with Rihanna today.
“She’s back,” said Arne Freundt, Chief Executive Officer at PUMA.
In 2014, Rihanna was a creative director for the Puma womenswear line. This led to Fenty x Puma, a collaboration under her own name. This partnership ended in Spring 2018. Shortly after she announced her own collection with the help of LVMH. In 2021, her collection was paused although her beauty and lingerie business with LVMH continues.
Puma announced, “We’re thrilled to announce our new FENTY x PUMA collaboration. More information on the partnership with Rihanna will be shared soon.”