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Rihanna returns to Fenty x Puma following Super Bowl performance

Chloe Burney
02 March 2023

Global sportswear giant Puma announced Fenty’s triumphant return on social media last week with a simple statement by CEO Arne Freundt, which reads, “she’s back”.

Rihanna, who also goes by Robyn Rihanna Fenty, recently made headlines for her musical comeback at the Super Bowl halftime show, not to mention her on-stage pregnancy reveal.

She first teamed up with Puma as a Global Ambassador and Creative Director nearly a decade ago, in 2014. Since then, she went on to create a sell-out trainer line as well as curating runway shows in New York and Paris.

During her time at Puma, Rihanna quickly established style signatures, which heavily leaned into athleisure. Some highlights included sell-out chunky-soled trainers, oversized graphic hoodies, and sky-scraper stiletto boots. As well as designing and curating the popular collection, Rihanna was very much the face of Fenty x Puma, but it remains to be seen if she'll be front and centre for its reprise.


After her first stint at Puma, Rihanna launched Fenty, her very own ready-to-wear line with LVMH, becoming the first Black woman to launch a luxury line with the luxury fashion conglomerate. In recent years, the pop-star-turned-entrepreneur has focused on her cosmetics, skincare and lingerie lines.

The sportswear company has not yet released additional information but promised more is “coming soon”.

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