Just a few weeks after the artist’s Super Bowl performance, athletics brand Puma announced it has entered into a new partnership deal with Rihanna.
“She’s back,” Arne Freundt, CEO of Puma, said in a statement Wednesday.
Rihanna first started working with Puma in December 2014, when the brand announced a multi-year partnership where the artist would be a global ambassador for women’s training and serve as the Puma women’s creative director. The first full season Fenty Puma by Rihanna collection launched in February 2016, which included a robe, tear-away tracksuits, lace-up jersey corsets and more.
Fenty — the brand name the artist uses for several business endeavors — has also collaborated with high-end fashion, joining forces with luxury house LVMH Moët Hennessy Louis Vuitton in May 2019. The deal meant developing a Fenty fashion house based in Paris that included ready-to-wear apparel, shoes and accessories. However, the ready-to-wear brand under LVMH was put on hold two years later in September 2021, according to reporting by the New York Times.
Rihanna also created the lingerie company Savage X Fenty, as well as the beauty lines Fenty Beauty and Fenty Skin. Savage X Fenty launched a pop-up shop in January ahead of the Super Bowl, and debuted its first physical brick-and-mortar store in Las Vegas last year.
Fenty Beauty and Fenty Skin are sold through a DTC e-commerce website and at Sephora. The makeup line launched in 2017 through LVMH with a focus on inclusivity, while the skincare line debuted in 2020 with licensed esthetician Sean Garrette as a brand ambassador.
