Fenty X Puma Makes a Return — Retail Bum

Puma Chief Executive Officer Arne Freundt confirmed that Fenty x Puma would be making a return.

“She’s back,” said Freundt.

The sportswear brand’s partnership with Rihanna began in 2014 when the company appointed the singer as the creative director and launched a pair of sneakers that reportedly sold out. Her most recent collection for Puma was released in 2017, but the partnership was put on pause due to various other fruitful projects.

Two years later, Rihanna launched her ready-to-wear Fenty line with LVMH, becoming the first Black woman to launch a luxury line with the fashion conglomerate. The move was considered rare as the last time LVMH had collaborated to create a new label was in 1987 when it launched French fashion designer Christian Lacroix’s eponymous brand, Reuters reported. The label was eventually sold off in 2005 after it failed to become profitable.

In Rihanna’s case, LVMH put the kibosh on Fenty due to declining sales two years after its launch.

That said, the return of Fenty x Puma follows an already eventful year for the singer. Just recently, Rihanna made her way back to the stage after seven years, but not just any stage; she returned to the Super Bowl halftime show in February 2023. During the show, Rihanna announced her second pregnancy and was…