september 16, 2015 - Puma

Rihanna reveals the debut Puma by Rihanna footwear collection inspired by NYC Punk Rock Style

PUMA Women’s Creative Director and Brand Ambassador, Rihanna, and Global Sports Brand #puma kick off their first venture with the release of the #puma BY #rihanna Collection under Rihanna’s FENTY label. Under her creative direction, the first collection introduces the #puma Creeper, remixing the iconic #puma Suede with a little bit punk and a little bit rebel.

The #puma Creeper harnesses the music and #fashion feel of the revolutionary punk era with PUMA’s deep sporting heritage. Punk lit the streets bright on King’s Road in London and it soon caused a stir in the late 80’s in lower Manhattan’s underground club scene. The clubs have since closed but the culture never left, influencing the city’s #fashion and music scene for years to come. That is the inspiration behind the #puma Creeper.

To help launch the #puma Creeper, #rihanna called on her friend, musician and record producer Travi$ Scott. Scott stars in the first-ever #puma by #rihanna campaign alongside Rihanna, who also creative directed the shoot.

“I am so excited to finally introduce the #puma Creeper to the world,” says Rihanna. “Partnering with #puma has given me the opportunity to create pieces that are unique and unexpected. I really wanted to dig into their archive and give classic silhouettes my own spin. The #puma Creeper is just that. And equally as cool, the fact that Travi$ Scott is joining me on my first launch is incredible.”

The #puma Creeper transforms the classic #puma Suede that was historically made popular by athletes in the 70’s and 80’s, beloved by punk bands, b-boys and skaters and today a style favorite of Rihanna. Upping the ante to the Suede is a platform or “creeper” sole married with a variety of fresh colorways and material combinations. #rihanna also took style advice from Los Angeles-based menswear designer Mr. Completely, to round out the #puma Creeper design.

The first style, in a black-white colorway, drops as a limited edition pack on September 14th at PUMA.com and select retailers globally starting September 18th.

Exclusively in New York from September 15th - 17th, #puma will host a pop-up store at 312 Bowery Street between East 1st Street & Bleecker Streets in Soho. This will be the only brick and mortar store worldwide where consumers can purchase the black-white colorway early, as well the other two Creepers colors from the September drop. The #puma pop-up store will be open from 12 pm - 5 pm on Tuesday, September 15 and 11 am – 7 pm on Wednesday, September 16 and Thursday, September 17. Limited pairs available for sale during the pop-up and purchases are limited to one pair per person.

The first three colors of the #puma Creepers be available through PUMA.com and lifestyle shops worldwide starting September 25th with new color and material releases in November through 2016.