Football, but make it BadGalRiri! The new PUMA Avanti draws inspiration from football legends like Pelé and Maradona, paying homage to their iconic styles. This connection to football greatness is further highlighted by Romeo Beckham, who stars in Rihanna’s creative campaign for this launch. Romeo, embodying the spirit of the Avanti, brings a fresh and youthful energy to the campaign, making the shoe a must-have for you fashion-forward individuals.

Ever wondered what happens when kids take over a press conference? With a room full of curious kids asking the questions, Rihanna gave us the answer as she launched her new FENTY x PUMA Avanti sneakers in Los Angeles. “Rihanna, do you play soccer?” “Only if I get to wear these sneakers!”  

Global icon Rihanna and sports company PUMA have officially launched their newest product franchise together. Rihanna returns to the brand as the Creative Director of FENTY x PUMA with a multi-year partnership and several product launches in the pipeline.  The return of FENTY x PUMA blends PUMA’s deep history and heritage in sport with Rihanna’s iconic stature as a leader in music, culture and fashion. The FENTY x PUMA Avanti, the first footwear franchise of the partnership, is an unconventional mix of two PUMA icons blending the high-quality leather design of the King football boot with the outsole of the heritage running shoe, Easy Rider.

Rihanna joined PUMA in central London to celebrate the launch of the FENTY x PUMA Creeper Phatty Earth Tone sneaker, which comes three distinct colorways for all ages and genders – totally taupe, green fog and warm white.   The space was transformed to become an underground garden experience, mimicing the shoe’s natural earth tones and the art of camouflage through grass and other nature elements. Guests enjoyed interactive product displays, magic acts and DJ sets by DJ Skylatylaa, Talia A. Darling and Kim Turnbull.

What If Your Running Shoe Could Think? It’s easy to assume that wearable tech was born with the rise of smartwatches. But in a world obsessed with metrics – long before athletes synced shoes with smartphones or tracked every step – a quiet revolution began. In 1985, and PUMA was already asking a question that would define the future of sports tech: What if your running shoe could think?

PUMA athletes won 25 individual medals including six gold medals at the World Athletics Championships in Tokyo this month, providing the perfect stage for PUMA’s performance products including the running shoes and spikes with our industry-leading NITRO™ technology.

Welcome to GREEN FLAGS- PUMA’s new podcast which makes sustainability educational, relatable and just a little competitive!   Because although sustainability is a serious game, who says it can’t be fun?   In this 5-part series, join the hosts, Man United captain, Maya Le Tissier, fashion and lifestyle Guru, Oli Bromfield and pro-footballer turned content creator, Moses Duckrell, as they uncover surprising truths about sustainability while taking on eye-opening challenges set by PUMA. The goal? The host with the most “green flags” after each week’s challenge will be crowned the winner.

Behind the wins you see on screen, mental health struggles often go unseen for female athletes. While participating in professional sports can foster confidence, resilience and an exhilarating sense of purpose, it would be misleading to ignore the unique psychological challenges and gender-specific pressures that women in athletics face. This International Women’s Day we’re bringing the conversation around mental health to the forefront, continuing to break the stigma and support the well-being of our women in sports.

We all love sneakers. And we wear them a lot. Hence, sooner or later the day will come when they will not look new anymore. That’s when the question comes up: Washer yes or no?

It’s the moment football fans have been waiting for all summer: on August 22, the Bundesliga kicks off again. And at almost half of all matches, at least one team will be wearing PUMA gear on the pitch.  

PUMA’s athlete and Morocco football star Rosella Ayane joins the Go Wild Podcast to talk about identity, pressure, and staying true to yourself.

Fixing instead of Ditching Fast fashion, overconsumption and the current throwaway culture have taken a great toll on our planet. A significant step we can take is to find ways to extend the lifespan of our clothes.