This partnership emerged back in 2015. The first collection was the Fenty x Puma ready-to-wear collection together with the Fenty x Puma’s Fall 2016 campaign that was shot by Willy Vandeperre and styled by current global editor-in-chief of ID Magazine Alastair McKimm. Before then Rihanna had almost every fashion girlie in a chokehold when the sneaker holy grail, the Puma Creepers were released in 2015. The suede “It shoe” with an elevated gum sole was first released on the 14th of September in black and more colourways were later released on the 25th of the same month.
The first two releases which were being retailed for $120 (R2 179,74) sold out online within three hours of its pre-sale launch. Two months later, in November, a men’s version of the creeper was also plucked from the site the following day. Germany-based sportswear/athleisure brand gained cult admiration from the creepers and it came with hefty sums of money. The creepers reportedly earned Puma almost a billion dollars in its fourth quarter. The partnership’s earnings were roughly $30 million more than what experts predicted Puma would report for 2015’s final quarter.
This past year we saw how badly partnerships between celebrities and global sportswear/athleisure brands could end. The Ye and Gap – Balenciaga partnership, and Ye and adidas partnership which ended abruptly which led to adidas now having stock worth $500 million which they can’t sell and the Beyoncé IVY PARK and adidas collection was reported that it brought in only $40 million when sales projected the revenue to be around $250 million USD, “the $40 million USD made in 2022 sees more than a 50% decline from the $93 million USD made the year prior. For 2023, IVY PARK is projecting sales of $65 million USD, a much lower target than the previous $335 million USD.” One hopes the comeback of Fenty x Puma won’t end in the same fate as the other Partnership.