Rihanna, a figure long associated with Puma, has transitioned to a new athletic apparel allegiance. The German sportswear giant has strategically expanded its presence in North America by securing partnerships with prominent musicians, including Megan Thee Stallion, The Weeknd, J. Cole, and the late Nipsey Hussle. Notably, Jay-Z was appointed creative director for their basketball division in 2018, though this collaboration concluded with minimal public acknowledgment around 2024, a pattern of discreet shifts often seen with the brand.
A rare sight: Rihanna in Nikes.Jason Howard/Bauer-GriffinWhile A$AP Rocky maintains his ties with Puma, consistently releasing collaborative footwear that complements his burgeoning fashion ventures, Rihanna’s departure marks a significant shift. Her initial association with Puma began in 2014, evolving over a decade into a prominent platform for her Fenty brand’s sneaker collaborations. Recent developments indicate that her contract has concluded, and she has swiftly adopted footwear from a rival brand.
The Nike x Jacquemus Moon Shoe, as seen on Rihanna.
A New Footwear Direction
Rihanna was recently observed in New York City sporting the highly sought-after Nike x Jacquemus Moon Shoe, a minimalist, low-profile sneaker. This collaboration, which launched in 2025, reimagined the original Nike design with a refined nylon construction and a palette of sophisticated, understated tones. The sneaker has garnered significant attention from tastemakers, with sightings on notable figures like Jacob Elordi and Bradley Cooper, underscoring its status as a contemporary fashion essential.
The strategic shift by Rihanna to Nike is a notable development for Puma. The brand’s high-profile celebrity endorsements have seen mixed results, with Jay-Z’s creative leadership not yielding expected outcomes, Megan Thee Stallion aligning with Nike, and J. Cole’s signature sneaker failing to achieve widespread traction. Even the late Nipsey Hussle’s estate, while continuing a relationship with Puma, recently partnered with Adidas. The key question remains: who will Puma engage next to recapture cultural relevance and momentum in the crossover market?
Business Style Takeaway: An executive’s choice in footwear, especially when aligning with influential figures like Rihanna, signals an understanding of current trends and a confident personal brand. This strategic adoption of popular, high-design elements can subtly enhance an individual’s perceived style authority and forward-thinking approach.
Дізнатися більше на: www.gq.com