Rihanna’s Fenty Partnership with Puma Has Come to an End

For some reason, celebrities with major pull and rabid fanbases don’t find the same success as someone rising the ranks organically in the sneaker world. Why wouldn’t a Rihanna or Beyoncé be able to sell billions worth of sneakers? That’s a topic that we can deep dive into later, but we’re bringing this up because, according to Lois Sakany, RiRi’s sneaker deal with Puma is over.

Rihanna’s Fenty x Puma History

Rihanna has a deep history with Puma, and the collaboration marked her first foray into the fashion world. In 2014, she was named creative director of the German brand’s women's line, and over the next four years, she would drop a variety of clothing and footwear collections. The most successful of the bunch was the Fenty Puma Creeper, which she introduced in 2015.

Fast forward to 2018, Rihanna would leave Puma, form the lingerie brand Savage X Fenty, and a year later, her Fenty brand would venture into the world of high fashion with LVMH. Amidst the pandemic in 2021, Rihanna and LVMH disbanded the Fenty fashion house, but she still operates her Fenty Beauty line under the conglomerate.

Then, in 2023, after Rihanna crushed her Super Bowl Halftime performance, Puma posted a “She’s Back” teaser on Instagram with her Fenty logo. Her first collab after returning to the brand dropped in September 2023, and since then, the Puma Fenty partnership has released over twenty different sneakers, one of which came in collaboration with the Smurfs movie. The last release from the Fenty x Puma collab came in October 2025, with two cleat-inspired kitten heel slip-ons and two Avanti LS-X colorways.

Rihanna Spotted Wearing Nike

Following the October 2025 Puma Fenty drop, RiRi and the Big Cat were silent on what was next. But speculation about the partnership ending began to appear in the last week as Rihanna was spotted wearing a pair of Jacquemus x Nike Moon Shoes. Clearly, if she were still working with Puma, Rihanna would not be wearing the competitor's footwear.

What’s Next for Rihanna

Now that it’s out that Rihanna’s deal with Puma is finished, the business mogul could take her talents to any brand on the planet. But does she really need to? She’s already reached billionaire status, and if her lack of musical output is any indication, RiRi might just want to chill out and enjoy family time with her children and partner A$AP Rocky. Oh yeah, Sakany also reported that Rocky’s deal with Puma is winding down, though his next release with the brand is slated for this week.

Let’s hope that Rihanna gets cooking in the studio and the design lab so the fans can enjoy new music and footwear. For more updates on the latest happenings in the sneaker world, download the Sole Retriever mobile app.

Nicholas Vlahos

Sneakerhead from South Florida who turned his passion into a career. When not writing for Sole Retriever, I enjoy watching films and discovering music. Follow me on Letterboxd @nickvlah For tips, reviews, or any shoes in a size 13, email nick@soleretriever.com