Rihanna and PUMA Reportedly Conclude FENTY Partnership

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Summary

Rihanna’s multi-year FENTY x PUMA partnership has reportedly come to an end, quietly closing out her second collaborative era with the sportswear giant
The renewed deal, which officially kicked off in March 2023, was structured as a three-year contract that has run its course and will not be renewed
Adding fuel to the speculation, the billionaire mogul was recently spotted in New York City rocking a pair of Jacquemus x Nike Moon Shoes, confirming her newly acquired sneaker free agency

The reigning queen of pop and fashion is officially a sneaker free agent. According to recent reports, Rihanna‘s revived FENTY x PUMA partnership has quietly come to a close. After making a triumphant return to the sportswear giant in March 2023 on the heels of her massive Super Bowl Halftime performance, the multi-hyphenate has reportedly fulfilled her latest three-year contract, choosing to walk away rather than renew. The exit marks the end of a defining chapter in modern celebrity sneaker collaborations and leaves the entire industry wondering where the global icon will take her talents next.

When Rihanna first joined PUMA as a creative director for womenswear in 2014, she completely shifted the culture. Her original FENTY x PUMA run—often referred to as the 1.0 era—birthed the iconic Creeper, pushed the brand to record-breaking sales, and heavily influenced the luxury streetwear boom of the mid-2010s. However, the cultural and economic landscape had drastically changed by the time she returned for the 2.0 era. While the second stint introduced solid lifestyle offerings like the soccer-inspired Avanti, the chunky Creeper Phatty, and the Cat Cleat sandal, the releases struggled to capture the same lightning-in-a-bottle hype of her initial, revolutionary run.

The first major sign of the split actually arrived on the streets. Last week, paparazzi caught Rihanna out and about wearing a pair of Jacquemus x Nike Moon Shoes. For an artist historically fiercely loyal to her active brand deals, the sudden public switch to a direct competitor essentially served as an unofficial announcement of her free agency.

According to insider reports, the split is entirely amicable and simply the result of the contract running its natural course. The departure also appears to be a family affair; the same sources indicate that A$AP Rocky‘s creative partnership with PUMA is similarly winding down. His final collaborative designs with the brand are expected to hit retailers this spring, signaling a much broader reset in PUMA’s celebrity endorsement strategy.

As PUMA regroups, the sneaker world is already buzzing with speculation about Rihanna’s next move. With her massive Savage X Fenty and Fenty Beauty empires thriving under the LVMH umbrella, the mogul is in absolutely no rush to sign another footwear deal. Whether she eventually aligns with a new powerhouse like Nike or simply enjoys the freedom of wearing whatever she wants, Rihanna’s undeniable influence on women’s sneaker culture remains permanently cemented.