The end of the FENTY x PUMA collaboration

Several sources confirm that Rihanna has reportedly decided not to renew the contract.

We may be looking at the end of one of the most iconic collaborations of the past decade. FENTY and PUMA may have ended their collaboration after completing their three-year deal signed in 2023.

Although no official statement has been released yet, Rihanna has been spotted publicly wearing Nike—specifically the collaboration with Jacquemus. A seemingly simple gesture, but one loaded with meaning if we consider the exclusivity of her previous contract.

To understand the magnitude of FENTY x PUMA, we have to go back to 2014, when RiRi signed on as creative director of the women’s line, completely changing the brand’s cultural trajectory. The first silhouette born from this partnership managed to rewrite the concept of the celebrity sneaker collaboration even before it blew up in the market, and the Creeper became a full-blown mass phenomenon.

That early era pushed PUMA sales to record highs and helped cement the oversized aesthetic and elevated sportswear. However, the context for its renewal in 2023 was completely different. After reappearing with the brand following her Super Bowl performance, Rihanna tried to reignite the FENTY magic with a new generation of silhouettes—Avanti, Creeper Phatty and Cat Cleat—but the industry had changed too, and the market was already saturated with collaborations.

That’s when the big question arises: what’s next? Nike? Only time will tell…