FENTY X PUMA
Global icon Rihanna returned to PUMA as the Creative Director of FENTY x PUMA, with a multi-year partnership and several product launches in the pipeline. The Avanti, an unconventional mix of the KING football boot and the heritage running shoe Easy Rider, became the successful first product of this collaboration.
AN ‘80S TERRACE LEGEND
PUMA marked the return of the Palermo, a storied low-top style which originally made its debut in 1980s football stadiums, where it was a staple amongst the terrace crowd.
FOREVER.CLASSIC.
Together with Dua Lipa PUMA unveiled the “Forever.Classic.” lookbook, styled with a hand-picked range of pieces from PUMA’s vast and influential Archive.
CELEBRATING 50 YEARS OF HIP-HOP
Taking a journey through time, we celebrated the SUEDE with several new versions that explored the evolution of hip-hop over five decades.
DARE TO UNBARE
PUMA and American brand Noah unveiled their multi-seasonal collaboration, with a first collection inspired by the earliest intersections of sport and style in the 1970s. The collection caused a stir around the world, when it was teased with an irreverent video that showed a fully clothed streaker causing chaos among a nude audience at a tennis match.
RETRO SURF CULTURE
For the second time, PUMA and Palomo Spain joined forces to create a collection paying homage to classic surf culture with an immersive and accepting edge.
