{"id":1955675,"date":"2026-05-25T03:28:16","date_gmt":"2026-05-25T00:28:16","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=1955675"},"modified":"2026-05-25T03:28:16","modified_gmt":"2026-05-25T00:28:16","slug":"rihanna-and-puma-reportedly-conclude-fenty-partnership","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=1955675","title":{"rendered":"Rihanna and PUMA Reportedly Conclude FENTY Partnership"},"content":{"rendered":"<p>[analyse_image type=&#8221;featured&#8221; src=&#8221;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F05%2F23%2Frihanna-fenty-puma-partnership-ends-wears-nike-jacquemus-reports-tw.jpg?w=1080&amp;cbr=1&amp;q=90&amp;fit=max&#8221;]<\/p>\n<div class=\"col-post-body col\">\n<div class=\"row post-body\">\n<aside class=\"post-body-sidebar\">\n<div class=\"post-body-sidebar-upper\">\n<div class=\"post-body-sidebar-category d-none d-lg-block\">\n<p>    Footwear\n                                                                                                    <\/p><\/div>\n<div class=\"post-body-sidebar-published d-none d-lg-block\">\n                                                                                                                    <time>May 24, 2026<\/time><\/p><\/div>\n<ul class=\"post-body-sidebar-hype-comments-container list-unstyled d-none d-lg-block\">\n<li>\n<p>                <span class=\"hype-count yellow\"><br \/>\n             6.5K<br \/>\n    <\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\">\n                    <span>Views<\/span><\/p>\n<div class=\"floating-arrow\"><\/div>\n<\/p><\/div>\n<\/li>\n<li>\n                                                                                                                                <span class=\"disqus-comment-count\"><span class=\"icon icon-comment\"><\/span><span>0<\/span><span>\u00a0<\/span><span class=\"d-none d-sm-inline text\">Comments<\/span><\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Comments<\/span><\/p>\n<div class=\"floating-arrow\"><\/div>\n<\/div>\n<\/li>\n<li>\n<p>            <span class=\"bookmark-icon\"><\/p>\n<div class=\"bookmark-svg\">\n<\/div>\n<p><\/span><br \/>\n            <span class=\"text\">Save<\/span><\/p>\n<\/li>\n<\/ul>\n<div class=\"post-body-sidebar-author d-none d-lg-block\">\n<hr class=\"sidebar-divider share-divider\">\n<h6>Text By<\/h6>\n<p>        <span class=\"author-name\">Joyce Li<\/span><\/p><\/div>\n<hr class=\"sidebar-divider d-none d-lg-block\">\n<div class=\"post-body-sidebar-share d-none d-lg-block\">\n<h6>Share this article<\/h6>\n<\/p><\/div>\n<hr class=\"sidebar-divider d-none d-lg-block\">\n<div class=\"brand-sidebar-widget d-none d-lg-block\">\n<h6>In this Article<\/h6>\n<div class=\"brand-list-widget\"><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/aside>\n<article class=\"post-body-article\">\n<div id=\"post-body-top-bar\" class=\"post-body-top-bar d-block d-lg-none\">\n<div class=\"row\">\n<div class=\"post-body-top-bar-share-meta-container\">\n<div class=\"post-body-top-bar-meta\">\n                                                    <span class=\"post-body-top-bar-category\"><\/p>\n<p>    Footwear<br \/>\n                                                    <\/span><br \/>\n                                                                <span class=\"post-body-top-bar-published\"><br \/>\n                                                                <time>May 24, 2026<\/time><\/p>\n<p>                                                    <\/span>\n                                                            <\/div>\n<\/p><\/div>\n<div class=\"post-body-top-bar-hype-comments-container \">\n<p>                <span class=\"hype-count yellow\"><br \/>\n             6.5K<br \/>\n    <\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\">\n                    <span>Views<\/span><\/p>\n<div class=\"floating-arrow\"><\/div>\n<\/p><\/div>\n<p>                                                                <span class=\"disqus-comment-count\"><span class=\"icon icon-comment\"><\/span><span>0<\/span><span>\u00a0<\/span><span class=\"d-none d-none text\">Comments<\/span><\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Comments<\/span><\/p>\n<div class=\"floating-arrow\"><\/div>\n<\/div>\n<p>            <span class=\"bookmark-icon\"><\/p>\n<div class=\"bookmark-svg\">\n<\/div>\n<p><\/span><br \/>\n            <span class=\"text\">Save<\/span><\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"post-body-content\">\n<p><strong>Summary<\/strong><\/p>\n<ul>\n<li>Rihanna\u2019s multi-year FENTY x PUMA partnership has reportedly come to an end, quietly closing out her second collaborative era with the sportswear giant<\/li>\n<li>The renewed deal, which officially kicked off in March 2023, was structured as a three-year contract that has run its course and will not be renewed<\/li>\n<li>Adding fuel to the speculation, the billionaire mogul was recently spotted in New York City rocking a pair of Jacquemus x Nike Moon Shoes, confirming her newly acquired sneaker free agency<\/li>\n<\/ul>\n<p>The reigning queen of pop and fashion is officially a sneaker free agent. According to recent reports, Rihanna\u2018s revived FENTY x PUMA partnership has quietly come to a close. After making a triumphant return to the sportswear giant in March 2023 on the heels of her massive Super Bowl Halftime performance, the multi-hyphenate has reportedly fulfilled her latest three-year contract, choosing to walk away rather than renew. The exit marks the end of a defining chapter in modern celebrity sneaker collaborations and leaves the entire industry wondering where the global icon will take her talents next.<\/p>\n<div>\n<div class=\"inner-container\">\n<div class=\"inner-content\">\n<div class=\"adunit-wrapper\">\n<div class=\"in-content-ad-outer\">\n<p><!-- Tag ID: HBENGLOB_ATF_INCONTENT --><\/p>\n<div class=\"adunit in-content lazy-load no-init\" data-freestar-ad=\"__300x250\" data-adunit=\"HBENGLOB_ATF_INCONTENT\" data-targeting=\"{&quot;HBSiteLoc&quot;:[&quot;ros&quot;,&quot;article&quot;],&quot;HBSiteCat&quot;:[&quot;footwear&quot;,&quot;business&quot;,&quot;nike&quot;,&quot;puma&quot;,&quot;rihanna&quot;,&quot;fenty-puma&quot;,&quot;fenty-x-puma&quot;,&quot;fenty&quot;],&quot;HBSitePage&quot;:&quot;0&quot;,&quot;HBSiteLang&quot;:&quot;en&quot;,&quot;country&quot;:&quot;ro&quot;,&quot;region&quot;:&quot;emea&quot;,&quot;subRegion&quot;:&quot;europe&quot;,&quot;HBArticle&quot;:6725724,&quot;HBBlacklist&quot;:&quot;1&quot;}\"><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p>When Rihanna first joined PUMA as a creative director for womenswear in 2014, she completely shifted the culture. Her original FENTY x PUMA run\u2014often referred to as the 1.0 era\u2014birthed the iconic Creeper, pushed the brand to record-breaking sales, and heavily influenced the luxury streetwear boom of the mid-2010s. However, the cultural and economic landscape had drastically changed by the time she returned for the 2.0 era. While the second stint introduced solid lifestyle offerings like the soccer-inspired Avanti, the chunky Creeper Phatty, and the Cat Cleat sandal, the releases struggled to capture the same lightning-in-a-bottle hype of her initial, revolutionary run.\n<\/p>\n<p>The first major sign of the split actually arrived on the streets. Last week, paparazzi caught Rihanna out and about wearing a pair of Jacquemus x Nike Moon Shoes. For an artist historically fiercely loyal to her active brand deals, the sudden public switch to a direct competitor essentially served as an unofficial announcement of her free agency.\n<\/p>\n<p>According to insider reports, the split is entirely amicable and simply the result of the contract running its natural course. The departure also appears to be a family affair; the same sources indicate that A$AP Rocky\u2018s creative partnership with PUMA is similarly winding down. His final collaborative designs with the brand are expected to hit retailers this spring, signaling a much broader reset in PUMA\u2019s celebrity endorsement strategy.\n<\/p>\n<p>As PUMA regroups, the sneaker world is already buzzing with speculation about Rihanna\u2019s next move. With her massive Savage X Fenty and Fenty Beauty empires thriving under the LVMH umbrella, the mogul is in absolutely no rush to sign another footwear deal. Whether she eventually aligns with a new powerhouse like Nike or simply enjoys the freedom of wearing whatever she wants, Rihanna\u2019s undeniable influence on women\u2019s sneaker culture remains permanently cemented.\n<\/p>\n<blockquote class=\"instagram-media bypass\" data-instgrm-captioned data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/DYU8TFFDBs6\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"14\">\n<div>\n<p>\u00a0\n<\/p>\n<div>\n<div><\/div>\n<div>\n<div><\/div>\n<div><\/div>\n<\/div>\n<\/div>\n<div><\/div>\n<div><\/div>\n<div>\n<div>View this post on Instagram<\/div>\n<\/div>\n<div><\/div>\n<div>\n<div>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<\/div>\n<div>\n<div><\/div>\n<div><\/div>\n<\/div>\n<div>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<\/div>\n<\/div>\n<div>\n<div><\/div>\n<div><\/div>\n<\/div>\n<p>\u00a0\n<\/p>\n<p>A post shared by Miles Diggs (@diggzy)\n<\/p>\n<\/div>\n<\/blockquote>\n<div class=\"show-article\">\n<p>                                                            Read Full Article<\/p><\/div>\n<\/p><\/div>\n<footer>\n<div class=\"related-stories-main-wrapper\">\n<h3>Related Stories<\/h3>\n<div class=\"stories-container\" data-layer-list-name=\"related_stories\" data-layer-list-offset=\"0\" data-layer-list-child-selector=\".story-item\">\n<div class=\"story-item\" data-layer-item-id=\"6726726\" data-layer-item-blog-id=\"1\" data-layer-item-type=\"post\"><span>&gt;<\/span>Nike\u2019s Mercurial Superfly 11 Elite Ditches the High-Top Look\n                                                                        <\/div>\n<div class=\"story-item\" data-layer-item-id=\"6726493\" data-layer-item-blog-id=\"1\" data-layer-item-type=\"post\"><span>&gt;<\/span>Nike Drops the 155-Gram Mercurial Vapor 17 Elite Football Cleat\n                                                                        <\/div>\n<div class=\"story-item\" data-layer-item-id=\"6725125\" data-layer-item-blog-id=\"1\" data-layer-item-type=\"post\"><span>&gt;<\/span>Nike Is Bringing the Air Rift 2 &#8220;Kenya&#8221; Back and the Split-Toe Geometry Holds Up\n                                                                        <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"article-email-signup-wrapper impression-tracker\">\n<h3>We got you covered. Don\u2019t miss out on the latest news by signing up for our newsletters.<\/h3>\n<div class=\"widget-newsletter-form\">\n<div class=\"hb-input-group\"><\/div>\n<p class=\"errors\">\n<\/p><\/div>\n<div class=\"terms\">By subscribing, you agree to our Terms of Use and Privacy Policy.<\/div>\n<\/p><\/div>\n<div class=\"post-body-author d-block d-lg-none\">\n<hr class=\"sidebar-divider share-divider\">\n<h6>Text By<\/h6>\n<p>        <span class=\"author-name\">Joyce Li<\/span><\/p><\/div>\n<div class=\"post-body-share d-block d-lg-none\">\n<hr class=\"sidebar-divider\">\n<h6>Share this article<\/h6>\n<\/p><\/div>\n<div class=\"brand-post-body-widget\">\n<hr class=\"sidebar-divider d-block d-lg-none\">\n<h6>In this Article<\/h6>\n<div class=\"brand-list-widget\"><\/div>\n<\/p><\/div>\n<div class=\"post-body-content-tags\">\n<div class=\"body collapsed\">\n<p>    NikePUMARihannaFENTY PUMAFENTY x PUMAFenty\n                                                            <\/p><\/div>\n<\/p><\/div>\n<div class=\"teads-adcall\"><\/div>\n<div data-adunit=\"HBENGLOB_BTF_POLL\" class=\"adunit ad-poll\" data-freestar-ad=\"__1x1 __2x2\" data-targeting=\"{&quot;HBSiteLoc&quot;:[&quot;category&quot;,&quot;ros&quot;],&quot;HBSiteCat&quot;:[&quot;rihanna-fenty-puma-partnership-ends-wears-nike-jacquemus-reports&quot;],&quot;HBSitePage&quot;:&quot;0&quot;,&quot;HBSiteLang&quot;:&quot;en&quot;,&quot;country&quot;:&quot;ro&quot;,&quot;region&quot;:&quot;emea&quot;,&quot;subRegion&quot;:&quot;europe&quot;,&quot;adPosition&quot;:[&quot;bottom&quot;],&quot;sortable&quot;:&quot;false&quot;}\"><\/div>\n<\/footer>\n<div class=\"sponsored-content row\">\n<div class=\"aftercontent-wrapper\">\n<div class=\"aftercontent-clipper\">\n<div class=\"aftercontent-inner\">\n            <!-- Tag ID: HBENGLOB_BTF_AFTERCONTENT --><\/p>\n<div class=\"post-article adunit sticky-post aftercontent\" data-freestar-ad=\"__300x250\" data-adunit=\"HBENGLOB_BTF_AFTERCONTENT\" 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data-sortable=\"false\" data-outofpage=\"true\"><\/div>\n<div id=\"shopping-break-6725724\" class=\"shopping-break-wrapper\"><\/div>\n<\/div>\n<hr>\n<p><!-- cached at 2026-05-26T06:03:47-04:00 --><\/div>\n<div class=\"col-comments\">\n<div id=\"comments\" class=\"post-comments none \">\n<header>\n<div class=\"heading\">\n                    <span class=\"comment-count\">0<\/span> <span>Comments<\/span>\n                <\/div>\n<div class=\"comment-dropdown-tooltip\">\n<ul>\n<li>\n<\/li>\n<li>\n<\/li>\n<\/ul>\n<div class=\"comment-dropdown-arrow\"><\/div>\n<\/p><\/div>\n<\/header><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"row post-body\">\n<aside class=\"post-body-sidebar\">\n<div class=\"post-body-sidebar-upper\">\n<div class=\"post-body-sidebar-category d-none d-lg-block\">\n<p>    Footwear\n                                                                                                    <\/p><\/div>\n<div class=\"post-body-sidebar-published d-none d-lg-block\">\n                                                                                                                    <time>May 24, 2026<\/time><\/p><\/div>\n<ul class=\"post-body-sidebar-hype-comments-container list-unstyled d-none d-lg-block\">\n<li>\n<p>                <span class=\"hype-count yellow\"><br \/>\n             6.5K<br \/>\n    <\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\">\n                    <span>Views<\/span><\/p>\n<div class=\"floating-arrow\"><\/div>\n<\/p><\/div>\n<\/li>\n<li>\n                                                                                                                                <span class=\"disqus-comment-count\"><span class=\"icon icon-comment\"><\/span><span>0<\/span><span>\u00a0<\/span><span class=\"d-none d-sm-inline text\">Comments<\/span><\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Comments<\/span><\/p>\n<div class=\"floating-arrow\"><\/div>\n<\/div>\n<\/li>\n<li>\n<p>            <span class=\"bookmark-icon\"><\/p>\n<div class=\"bookmark-svg\">\n<\/div>\n<p><\/span><br \/>\n            <span class=\"text\">Save<\/span><\/p>\n<\/li>\n<\/ul>\n<div class=\"post-body-sidebar-author d-none d-lg-block\">\n<hr class=\"sidebar-divider share-divider\">\n<h6>Text By<\/h6>\n<p>        <span class=\"author-name\">Joyce Li<\/span><\/p><\/div>\n<hr class=\"sidebar-divider d-none d-lg-block\">\n<div class=\"post-body-sidebar-share d-none d-lg-block\">\n<h6>Share this article<\/h6>\n<\/p><\/div>\n<hr class=\"sidebar-divider d-none d-lg-block\">\n<div class=\"brand-sidebar-widget d-none d-lg-block\">\n<h6>In this Article<\/h6>\n<div class=\"brand-list-widget\"><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/aside>\n<article class=\"post-body-article\">\n<div id=\"post-body-top-bar\" class=\"post-body-top-bar d-block d-lg-none\">\n<div class=\"row\">\n<div class=\"post-body-top-bar-share-meta-container\">\n<div class=\"post-body-top-bar-meta\">\n                                                    <span class=\"post-body-top-bar-category\"><\/p>\n<p>    Footwear<br \/>\n                                                    <\/span><br \/>\n                                                                <span class=\"post-body-top-bar-published\"><br \/>\n                                                                <time>May 24, 2026<\/time><\/p>\n<p>                                                    <\/span>\n                                                            <\/div>\n<\/p><\/div>\n<div class=\"post-body-top-bar-hype-comments-container \">\n<p>                <span class=\"hype-count yellow\"><br \/>\n             6.5K<br \/>\n    <\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\">\n                    <span>Views<\/span><\/p>\n<div class=\"floating-arrow\"><\/div>\n<\/p><\/div>\n<p>                                                                <span class=\"disqus-comment-count\"><span class=\"icon icon-comment\"><\/span><span>0<\/span><span>\u00a0<\/span><span class=\"d-none d-none text\">Comments<\/span><\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Comments<\/span><\/p>\n<div class=\"floating-arrow\"><\/div>\n<\/div>\n<p>            <span class=\"bookmark-icon\"><\/p>\n<div class=\"bookmark-svg\">\n<\/div>\n<p><\/span><br \/>\n            <span class=\"text\">Save<\/span><\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"post-body-content\">\n<p><strong>Summary<\/strong><\/p>\n<ul>\n<li>Rihanna\u2019s multi-year FENTY x PUMA partnership has reportedly come to an end, quietly closing out her second collaborative era with the sportswear giant<\/li>\n<li>The renewed deal, which officially kicked off in March 2023, was structured as a three-year contract that has run its course and will not be renewed<\/li>\n<li>Adding fuel to the speculation, the billionaire mogul was recently spotted in New York City rocking a pair of Jacquemus x Nike Moon Shoes, confirming her newly acquired sneaker free agency<\/li>\n<\/ul>\n<p>The reigning queen of pop and fashion is officially a sneaker free agent. According to recent reports, Rihanna\u2018s revived FENTY x PUMA partnership has quietly come to a close. After making a triumphant return to the sportswear giant in March 2023 on the heels of her massive Super Bowl Halftime performance, the multi-hyphenate has reportedly fulfilled her latest three-year contract, choosing to walk away rather than renew. The exit marks the end of a defining chapter in modern celebrity sneaker collaborations and leaves the entire industry wondering where the global icon will take her talents next.<\/p>\n<div>\n<div class=\"inner-container\">\n<div class=\"inner-content\">\n<div class=\"adunit-wrapper\">\n<div class=\"in-content-ad-outer\">\n<p><!-- Tag ID: HBENGLOB_ATF_INCONTENT --><\/p>\n<div class=\"adunit in-content lazy-load no-init\" data-freestar-ad=\"__300x250\" data-adunit=\"HBENGLOB_ATF_INCONTENT\" data-targeting=\"{&quot;HBSiteLoc&quot;:[&quot;ros&quot;,&quot;article&quot;],&quot;HBSiteCat&quot;:[&quot;footwear&quot;,&quot;business&quot;,&quot;nike&quot;,&quot;puma&quot;,&quot;rihanna&quot;,&quot;fenty-puma&quot;,&quot;fenty-x-puma&quot;,&quot;fenty&quot;],&quot;HBSitePage&quot;:&quot;0&quot;,&quot;HBSiteLang&quot;:&quot;en&quot;,&quot;country&quot;:&quot;ro&quot;,&quot;region&quot;:&quot;emea&quot;,&quot;subRegion&quot;:&quot;europe&quot;,&quot;HBArticle&quot;:6725724,&quot;HBBlacklist&quot;:&quot;1&quot;}\"><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p>When Rihanna first joined PUMA as a creative director for womenswear in 2014, she completely shifted the culture. Her original FENTY x PUMA run\u2014often referred to as the 1.0 era\u2014birthed the iconic Creeper, pushed the brand to record-breaking sales, and heavily influenced the luxury streetwear boom of the mid-2010s. However, the cultural and economic landscape had drastically changed by the time she returned for the 2.0 era. While the second stint introduced solid lifestyle offerings like the soccer-inspired Avanti, the chunky Creeper Phatty, and the Cat Cleat sandal, the releases struggled to capture the same lightning-in-a-bottle hype of her initial, revolutionary run.\n<\/p>\n<p>The first major sign of the split actually arrived on the streets. Last week, paparazzi caught Rihanna out and about wearing a pair of Jacquemus x Nike Moon Shoes. For an artist historically fiercely loyal to her active brand deals, the sudden public switch to a direct competitor essentially served as an unofficial announcement of her free agency.\n<\/p>\n<p>According to insider reports, the split is entirely amicable and simply the result of the contract running its natural course. The departure also appears to be a family affair; the same sources indicate that A$AP Rocky\u2018s creative partnership with PUMA is similarly winding down. His final collaborative designs with the brand are expected to hit retailers this spring, signaling a much broader reset in PUMA\u2019s celebrity endorsement strategy.\n<\/p>\n<p>As PUMA regroups, the sneaker world is already buzzing with speculation about Rihanna\u2019s next move. With her massive Savage X Fenty and Fenty Beauty empires thriving under the LVMH umbrella, the mogul is in absolutely no rush to sign another footwear deal. Whether she eventually aligns with a new powerhouse like Nike or simply enjoys the freedom of wearing whatever she wants, Rihanna\u2019s undeniable influence on women\u2019s sneaker culture remains permanently cemented.\n<\/p>\n<blockquote class=\"instagram-media bypass\" data-instgrm-captioned data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/DYU8TFFDBs6\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"14\">\n<div>\n<p>\u00a0\n<\/p>\n<div>\n<div><\/div>\n<div>\n<div><\/div>\n<div><\/div>\n<\/div>\n<\/div>\n<div><\/div>\n<div><\/div>\n<div>\n<div>View this post on Instagram<\/div>\n<\/div>\n<div><\/div>\n<div>\n<div>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<\/div>\n<div>\n<div><\/div>\n<div><\/div>\n<\/div>\n<div>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<\/div>\n<\/div>\n<div>\n<div><\/div>\n<div><\/div>\n<\/div>\n<p>\u00a0\n<\/p>\n<p>A post shared by Miles Diggs (@diggzy)\n<\/p>\n<\/div>\n<\/blockquote>\n<div class=\"show-article\">\n<p>                                                            Read Full Article<\/p><\/div>\n<\/p><\/div>\n<footer>\n<div class=\"related-stories-main-wrapper\">\n<h3>Related Stories<\/h3>\n<div class=\"stories-container\" data-layer-list-name=\"related_stories\" data-layer-list-offset=\"0\" data-layer-list-child-selector=\".story-item\">\n<div class=\"story-item\" data-layer-item-id=\"6726726\" data-layer-item-blog-id=\"1\" data-layer-item-type=\"post\"><span>&gt;<\/span>Nike\u2019s Mercurial Superfly 11 Elite Ditches the High-Top Look\n                                                                        <\/div>\n<div class=\"story-item\" data-layer-item-id=\"6726493\" data-layer-item-blog-id=\"1\" data-layer-item-type=\"post\"><span>&gt;<\/span>Nike Drops the 155-Gram Mercurial Vapor 17 Elite Football Cleat\n                                                                        <\/div>\n<div class=\"story-item\" data-layer-item-id=\"6725125\" data-layer-item-blog-id=\"1\" data-layer-item-type=\"post\"><span>&gt;<\/span>Nike Is Bringing the Air Rift 2 &#8220;Kenya&#8221; Back and the Split-Toe Geometry Holds Up\n                                                                        <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"article-email-signup-wrapper impression-tracker\">\n<h3>We got you covered. Don\u2019t miss out on the latest news by signing up for our newsletters.<\/h3>\n<div class=\"widget-newsletter-form\">\n<div class=\"hb-input-group\"><\/div>\n<p class=\"errors\">\n<\/p><\/div>\n<div class=\"terms\">By subscribing, you agree to our Terms of Use and Privacy Policy.<\/div>\n<\/p><\/div>\n<div class=\"post-body-author d-block d-lg-none\">\n<hr class=\"sidebar-divider share-divider\">\n<h6>Text By<\/h6>\n<p>        <span class=\"author-name\">Joyce Li<\/span><\/p><\/div>\n<div class=\"post-body-share d-block d-lg-none\">\n<hr class=\"sidebar-divider\">\n<h6>Share this article<\/h6>\n<\/p><\/div>\n<div class=\"brand-post-body-widget\">\n<hr class=\"sidebar-divider d-block d-lg-none\">\n<h6>In this Article<\/h6>\n<div class=\"brand-list-widget\"><\/div>\n<\/p><\/div>\n<div class=\"post-body-content-tags\">\n<div class=\"body collapsed\">\n<p>    NikePUMARihannaFENTY PUMAFENTY x PUMAFenty\n                                                            <\/p><\/div>\n<\/p><\/div>\n<div class=\"teads-adcall\"><\/div>\n<div data-adunit=\"HBENGLOB_BTF_POLL\" class=\"adunit ad-poll\" data-freestar-ad=\"__1x1 __2x2\" data-targeting=\"{&quot;HBSiteLoc&quot;:[&quot;category&quot;,&quot;ros&quot;],&quot;HBSiteCat&quot;:[&quot;rihanna-fenty-puma-partnership-ends-wears-nike-jacquemus-reports&quot;],&quot;HBSitePage&quot;:&quot;0&quot;,&quot;HBSiteLang&quot;:&quot;en&quot;,&quot;country&quot;:&quot;ro&quot;,&quot;region&quot;:&quot;emea&quot;,&quot;subRegion&quot;:&quot;europe&quot;,&quot;adPosition&quot;:[&quot;bottom&quot;],&quot;sortable&quot;:&quot;false&quot;}\"><\/div>\n<\/footer>\n<div class=\"sponsored-content row\">\n<div class=\"aftercontent-wrapper\">\n<div class=\"aftercontent-clipper\">\n<div class=\"aftercontent-inner\">\n            <!-- Tag ID: HBENGLOB_BTF_AFTERCONTENT --><\/p>\n<div class=\"post-article adunit sticky-post aftercontent\" data-freestar-ad=\"__300x250\" data-adunit=\"HBENGLOB_BTF_AFTERCONTENT\" data-targeting=\"{&quot;HBSiteLoc&quot;:[&quot;ros&quot;,&quot;article&quot;],&quot;HBSiteCat&quot;:[&quot;footwear&quot;,&quot;business&quot;,&quot;nike&quot;,&quot;puma&quot;,&quot;rihanna&quot;,&quot;fenty-puma&quot;,&quot;fenty-x-puma&quot;,&quot;fenty&quot;],&quot;HBSitePage&quot;:&quot;0&quot;,&quot;HBSiteLang&quot;:&quot;en&quot;,&quot;country&quot;:&quot;ro&quot;,&quot;region&quot;:&quot;emea&quot;,&quot;subRegion&quot;:&quot;europe&quot;,&quot;HBArticle&quot;:6725724,&quot;HBBlacklist&quot;:&quot;1&quot;}\"><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div><\/div>\n<\/article><\/div>\n<div class=\"post-body-sidebar-upper\">\n<div class=\"post-body-sidebar-category d-none d-lg-block\">\n<p>    Footwear\n                                                                                                    <\/p><\/div>\n<div class=\"post-body-sidebar-published d-none d-lg-block\">\n                                                                                                                    <time>May 24, 2026<\/time><\/p><\/div>\n<ul class=\"post-body-sidebar-hype-comments-container list-unstyled d-none d-lg-block\">\n<li>\n<p>                <span class=\"hype-count yellow\"><br \/>\n             6.5K<br \/>\n    <\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\">\n                    <span>Views<\/span><\/p>\n<div class=\"floating-arrow\"><\/div>\n<\/p><\/div>\n<\/li>\n<li>\n                                                                                                                                <span class=\"disqus-comment-count\"><span class=\"icon icon-comment\"><\/span><span>0<\/span><span>\u00a0<\/span><span class=\"d-none d-sm-inline text\">Comments<\/span><\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Comments<\/span><\/p>\n<div class=\"floating-arrow\"><\/div>\n<\/div>\n<\/li>\n<li>\n<p>            <span class=\"bookmark-icon\"><\/p>\n<div class=\"bookmark-svg\">\n<\/div>\n<p><\/span><br \/>\n            <span class=\"text\">Save<\/span><\/p>\n<\/li>\n<\/ul>\n<div class=\"post-body-sidebar-author d-none d-lg-block\">\n<hr class=\"sidebar-divider share-divider\">\n<h6>Text By<\/h6>\n<p>        <span class=\"author-name\">Joyce Li<\/span><\/p><\/div>\n<hr class=\"sidebar-divider d-none d-lg-block\">\n<div class=\"post-body-sidebar-share d-none d-lg-block\">\n<h6>Share this article<\/h6>\n<\/p><\/div>\n<hr class=\"sidebar-divider d-none d-lg-block\">\n<div class=\"brand-sidebar-widget d-none d-lg-block\">\n<h6>In this Article<\/h6>\n<div class=\"brand-list-widget\"><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"post-body-sidebar-category d-none d-lg-block\">\n<p>    Footwear\n                                                                                                    <\/p><\/div>\n<div class=\"post-body-sidebar-published d-none d-lg-block\">\n                                                                                                                    <time>May 24, 2026<\/time><\/p><\/div>\n<div class=\"post-body-sidebar-author d-none d-lg-block\">\n<hr class=\"sidebar-divider share-divider\">\n<h6>Text By<\/h6>\n<p>        <span class=\"author-name\">Joyce Li<\/span><\/p><\/div>\n<div class=\"post-body-sidebar-share d-none d-lg-block\">\n<h6>Share this article<\/h6>\n<\/p><\/div>\n<article class=\"post-body-article\">\n<div id=\"post-body-top-bar\" class=\"post-body-top-bar d-block d-lg-none\">\n<div class=\"row\">\n<div class=\"post-body-top-bar-share-meta-container\">\n<div class=\"post-body-top-bar-meta\">\n                                                    <span class=\"post-body-top-bar-category\"><\/p>\n<p>    Footwear<br \/>\n                                                    <\/span><br \/>\n                                                                <span class=\"post-body-top-bar-published\"><br \/>\n                                                                <time>May 24, 2026<\/time><\/p>\n<p>                                                    <\/span>\n                                                            <\/div>\n<\/p><\/div>\n<div class=\"post-body-top-bar-hype-comments-container \">\n<p>                <span class=\"hype-count yellow\"><br \/>\n             6.5K<br \/>\n    <\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\">\n                    <span>Views<\/span><\/p>\n<div class=\"floating-arrow\"><\/div>\n<\/p><\/div>\n<p>                                                                <span class=\"disqus-comment-count\"><span class=\"icon icon-comment\"><\/span><span>0<\/span><span>\u00a0<\/span><span class=\"d-none d-none text\">Comments<\/span><\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Comments<\/span><\/p>\n<div class=\"floating-arrow\"><\/div>\n<\/div>\n<p>            <span class=\"bookmark-icon\"><\/p>\n<div class=\"bookmark-svg\">\n<\/div>\n<p><\/span><br \/>\n            <span class=\"text\">Save<\/span><\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"post-body-content\">\n<p><strong>Summary<\/strong><\/p>\n<ul>\n<li>Rihanna\u2019s multi-year FENTY x PUMA partnership has reportedly come to an end, quietly closing out her second collaborative era with the sportswear giant<\/li>\n<li>The renewed deal, which officially kicked off in March 2023, was structured as a three-year contract that has run its course and will not be renewed<\/li>\n<li>Adding fuel to the speculation, the billionaire mogul was recently spotted in New York City rocking a pair of Jacquemus x Nike Moon Shoes, confirming her newly acquired sneaker free agency<\/li>\n<\/ul>\n<p>The reigning queen of pop and fashion is officially a sneaker free agent. According to recent reports, Rihanna\u2018s revived FENTY x PUMA partnership has quietly come to a close. After making a triumphant return to the sportswear giant in March 2023 on the heels of her massive Super Bowl Halftime performance, the multi-hyphenate has reportedly fulfilled her latest three-year contract, choosing to walk away rather than renew. The exit marks the end of a defining chapter in modern celebrity sneaker collaborations and leaves the entire industry wondering where the global icon will take her talents next.<\/p>\n<div>\n<div class=\"inner-container\">\n<div class=\"inner-content\">\n<div class=\"adunit-wrapper\">\n<div class=\"in-content-ad-outer\">\n<p><!-- Tag ID: HBENGLOB_ATF_INCONTENT --><\/p>\n<div class=\"adunit in-content lazy-load no-init\" data-freestar-ad=\"__300x250\" data-adunit=\"HBENGLOB_ATF_INCONTENT\" data-targeting=\"{&quot;HBSiteLoc&quot;:[&quot;ros&quot;,&quot;article&quot;],&quot;HBSiteCat&quot;:[&quot;footwear&quot;,&quot;business&quot;,&quot;nike&quot;,&quot;puma&quot;,&quot;rihanna&quot;,&quot;fenty-puma&quot;,&quot;fenty-x-puma&quot;,&quot;fenty&quot;],&quot;HBSitePage&quot;:&quot;0&quot;,&quot;HBSiteLang&quot;:&quot;en&quot;,&quot;country&quot;:&quot;ro&quot;,&quot;region&quot;:&quot;emea&quot;,&quot;subRegion&quot;:&quot;europe&quot;,&quot;HBArticle&quot;:6725724,&quot;HBBlacklist&quot;:&quot;1&quot;}\"><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p>When Rihanna first joined PUMA as a creative director for womenswear in 2014, she completely shifted the culture. Her original FENTY x PUMA run\u2014often referred to as the 1.0 era\u2014birthed the iconic Creeper, pushed the brand to record-breaking sales, and heavily influenced the luxury streetwear boom of the mid-2010s. However, the cultural and economic landscape had drastically changed by the time she returned for the 2.0 era. While the second stint introduced solid lifestyle offerings like the soccer-inspired Avanti, the chunky Creeper Phatty, and the Cat Cleat sandal, the releases struggled to capture the same lightning-in-a-bottle hype of her initial, revolutionary run.\n<\/p>\n<p>The first major sign of the split actually arrived on the streets. Last week, paparazzi caught Rihanna out and about wearing a pair of Jacquemus x Nike Moon Shoes. For an artist historically fiercely loyal to her active brand deals, the sudden public switch to a direct competitor essentially served as an unofficial announcement of her free agency.\n<\/p>\n<p>According to insider reports, the split is entirely amicable and simply the result of the contract running its natural course. The departure also appears to be a family affair; the same sources indicate that A$AP Rocky\u2018s creative partnership with PUMA is similarly winding down. His final collaborative designs with the brand are expected to hit retailers this spring, signaling a much broader reset in PUMA\u2019s celebrity endorsement strategy.\n<\/p>\n<p>As PUMA regroups, the sneaker world is already buzzing with speculation about Rihanna\u2019s next move. With her massive Savage X Fenty and Fenty Beauty empires thriving under the LVMH umbrella, the mogul is in absolutely no rush to sign another footwear deal. Whether she eventually aligns with a new powerhouse like Nike or simply enjoys the freedom of wearing whatever she wants, Rihanna\u2019s undeniable influence on women\u2019s sneaker culture remains permanently cemented.\n<\/p>\n<blockquote class=\"instagram-media bypass\" data-instgrm-captioned data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/DYU8TFFDBs6\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"14\">\n<div>\n<p>\u00a0\n<\/p>\n<div>\n<div><\/div>\n<div>\n<div><\/div>\n<div><\/div>\n<\/div>\n<\/div>\n<div><\/div>\n<div><\/div>\n<div>\n<div>View this post on Instagram<\/div>\n<\/div>\n<div><\/div>\n<div>\n<div>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<\/div>\n<div>\n<div><\/div>\n<div><\/div>\n<\/div>\n<div>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<\/div>\n<\/div>\n<div>\n<div><\/div>\n<div><\/div>\n<\/div>\n<p>\u00a0\n<\/p>\n<p>A post shared by Miles Diggs (@diggzy)\n<\/p>\n<\/div>\n<\/blockquote>\n<div class=\"show-article\">\n<p>                                                            Read Full Article<\/p><\/div>\n<\/p><\/div>\n<footer>\n<div class=\"related-stories-main-wrapper\">\n<h3>Related Stories<\/h3>\n<div class=\"stories-container\" data-layer-list-name=\"related_stories\" data-layer-list-offset=\"0\" data-layer-list-child-selector=\".story-item\">\n<div class=\"story-item\" data-layer-item-id=\"6726726\" data-layer-item-blog-id=\"1\" data-layer-item-type=\"post\"><span>&gt;<\/span>Nike\u2019s Mercurial Superfly 11 Elite Ditches the High-Top Look\n                                                                        <\/div>\n<div class=\"story-item\" data-layer-item-id=\"6726493\" data-layer-item-blog-id=\"1\" data-layer-item-type=\"post\"><span>&gt;<\/span>Nike Drops the 155-Gram Mercurial Vapor 17 Elite Football Cleat\n                                                                        <\/div>\n<div class=\"story-item\" data-layer-item-id=\"6725125\" data-layer-item-blog-id=\"1\" data-layer-item-type=\"post\"><span>&gt;<\/span>Nike Is Bringing the Air Rift 2 &#8220;Kenya&#8221; Back and the Split-Toe Geometry Holds Up\n                                                                        <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"article-email-signup-wrapper impression-tracker\">\n<h3>We got you covered. Don\u2019t miss out on the latest news by signing up for our newsletters.<\/h3>\n<div class=\"widget-newsletter-form\">\n<div class=\"hb-input-group\"><\/div>\n<p class=\"errors\">\n<\/p><\/div>\n<div class=\"terms\">By subscribing, you agree to our Terms of Use and Privacy Policy.<\/div>\n<\/p><\/div>\n<div class=\"post-body-author d-block d-lg-none\">\n<hr class=\"sidebar-divider share-divider\">\n<h6>Text By<\/h6>\n<p>        <span class=\"author-name\">Joyce Li<\/span><\/p><\/div>\n<div class=\"post-body-share d-block d-lg-none\">\n<hr class=\"sidebar-divider\">\n<h6>Share this article<\/h6>\n<\/p><\/div>\n<div class=\"brand-post-body-widget\">\n<hr class=\"sidebar-divider d-block d-lg-none\">\n<h6>In this Article<\/h6>\n<div class=\"brand-list-widget\"><\/div>\n<\/p><\/div>\n<div class=\"post-body-content-tags\">\n<div class=\"body collapsed\">\n<p>    NikePUMARihannaFENTY PUMAFENTY x PUMAFenty\n                                                            <\/p><\/div>\n<\/p><\/div>\n<div class=\"teads-adcall\"><\/div>\n<div data-adunit=\"HBENGLOB_BTF_POLL\" class=\"adunit ad-poll\" data-freestar-ad=\"__1x1 __2x2\" data-targeting=\"{&quot;HBSiteLoc&quot;:[&quot;category&quot;,&quot;ros&quot;],&quot;HBSiteCat&quot;:[&quot;rihanna-fenty-puma-partnership-ends-wears-nike-jacquemus-reports&quot;],&quot;HBSitePage&quot;:&quot;0&quot;,&quot;HBSiteLang&quot;:&quot;en&quot;,&quot;country&quot;:&quot;ro&quot;,&quot;region&quot;:&quot;emea&quot;,&quot;subRegion&quot;:&quot;europe&quot;,&quot;adPosition&quot;:[&quot;bottom&quot;],&quot;sortable&quot;:&quot;false&quot;}\"><\/div>\n<\/footer>\n<div class=\"sponsored-content row\">\n<div class=\"aftercontent-wrapper\">\n<div class=\"aftercontent-clipper\">\n<div class=\"aftercontent-inner\">\n            <!-- Tag ID: HBENGLOB_BTF_AFTERCONTENT --><\/p>\n<div class=\"post-article adunit sticky-post aftercontent\" data-freestar-ad=\"__300x250\" data-adunit=\"HBENGLOB_BTF_AFTERCONTENT\" data-targeting=\"{&quot;HBSiteLoc&quot;:[&quot;ros&quot;,&quot;article&quot;],&quot;HBSiteCat&quot;:[&quot;footwear&quot;,&quot;business&quot;,&quot;nike&quot;,&quot;puma&quot;,&quot;rihanna&quot;,&quot;fenty-puma&quot;,&quot;fenty-x-puma&quot;,&quot;fenty&quot;],&quot;HBSitePage&quot;:&quot;0&quot;,&quot;HBSiteLang&quot;:&quot;en&quot;,&quot;country&quot;:&quot;ro&quot;,&quot;region&quot;:&quot;emea&quot;,&quot;subRegion&quot;:&quot;europe&quot;,&quot;HBArticle&quot;:6725724,&quot;HBBlacklist&quot;:&quot;1&quot;}\"><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div><\/div>\n<\/article>\n<div id=\"post-body-top-bar\" class=\"post-body-top-bar d-block d-lg-none\">\n<div class=\"row\">\n<div class=\"post-body-top-bar-share-meta-container\">\n<div class=\"post-body-top-bar-meta\">\n                                                    <span class=\"post-body-top-bar-category\"><\/p>\n<p>    Footwear<br \/>\n                                                    <\/span><br \/>\n                                                                <span class=\"post-body-top-bar-published\"><br \/>\n                                                                <time>May 24, 2026<\/time><\/p>\n<p>                                                    <\/span>\n                                                            <\/div>\n<\/p><\/div>\n<div class=\"post-body-top-bar-hype-comments-container \">\n<p>                <span class=\"hype-count yellow\"><br \/>\n             6.5K<br \/>\n    <\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\">\n                    <span>Views<\/span><\/p>\n<div class=\"floating-arrow\"><\/div>\n<\/p><\/div>\n<p>                                                                <span class=\"disqus-comment-count\"><span class=\"icon icon-comment\"><\/span><span>0<\/span><span>\u00a0<\/span><span class=\"d-none d-none text\">Comments<\/span><\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Comments<\/span><\/p>\n<div class=\"floating-arrow\"><\/div>\n<\/div>\n<p>            <span class=\"bookmark-icon\"><\/p>\n<div class=\"bookmark-svg\">\n<\/div>\n<p><\/span><br \/>\n            <span class=\"text\">Save<\/span><\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"post-body-top-bar-share-meta-container\">\n<div class=\"post-body-top-bar-meta\">\n                                                    <span class=\"post-body-top-bar-category\"><\/p>\n<p>    Footwear<br \/>\n                                                    <\/span><br \/>\n                                                                <span class=\"post-body-top-bar-published\"><br \/>\n                                                                <time>May 24, 2026<\/time><\/p>\n<p>                                                    <\/span>\n                                                            <\/div>\n<\/p><\/div>\n<div class=\"post-body-top-bar-meta\">\n                                                    <span class=\"post-body-top-bar-category\"><\/p>\n<p>    Footwear<br \/>\n                                                    <\/span><br \/>\n                                                                <span class=\"post-body-top-bar-published\"><br \/>\n                                                                <time>May 24, 2026<\/time><\/p>\n<p>                                                    <\/span>\n                                                            <\/div>\n<div class=\"post-body-top-bar-hype-comments-container \">\n<p>                <span class=\"hype-count yellow\"><br \/>\n             6.5K<br \/>\n    <\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\">\n                    <span>Views<\/span><\/p>\n<div class=\"floating-arrow\"><\/div>\n<\/p><\/div>\n<p>                                                                <span class=\"disqus-comment-count\"><span class=\"icon icon-comment\"><\/span><span>0<\/span><span>\u00a0<\/span><span class=\"d-none d-none text\">Comments<\/span><\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Comments<\/span><\/p>\n<div class=\"floating-arrow\"><\/div>\n<\/div>\n<p>            <span class=\"bookmark-icon\"><\/p>\n<div class=\"bookmark-svg\">\n<\/div>\n<p><\/span><br \/>\n            <span class=\"text\">Save<\/span><\/p><\/div>\n<div class=\"post-body-content\">\n<p><strong>Summary<\/strong><\/p>\n<ul>\n<li>Rihanna\u2019s multi-year FENTY x PUMA partnership has reportedly come to an end, quietly closing out her second collaborative era with the sportswear giant<\/li>\n<li>The renewed deal, which officially kicked off in March 2023, was structured as a three-year contract that has run its course and will not be renewed<\/li>\n<li>Adding fuel to the speculation, the billionaire mogul was recently spotted in New York City rocking a pair of Jacquemus x Nike Moon Shoes, confirming her newly acquired sneaker free agency<\/li>\n<\/ul>\n<p>The reigning queen of pop and fashion is officially a sneaker free agent. According to recent reports, Rihanna\u2018s revived FENTY x PUMA partnership has quietly come to a close. After making a triumphant return to the sportswear giant in March 2023 on the heels of her massive Super Bowl Halftime performance, the multi-hyphenate has reportedly fulfilled her latest three-year contract, choosing to walk away rather than renew. The exit marks the end of a defining chapter in modern celebrity sneaker collaborations and leaves the entire industry wondering where the global icon will take her talents next.<\/p>\n<div>\n<div class=\"inner-container\">\n<div class=\"inner-content\">\n<div class=\"adunit-wrapper\">\n<div class=\"in-content-ad-outer\">\n<p><!-- Tag ID: HBENGLOB_ATF_INCONTENT --><\/p>\n<div class=\"adunit in-content lazy-load no-init\" data-freestar-ad=\"__300x250\" data-adunit=\"HBENGLOB_ATF_INCONTENT\" data-targeting=\"{&quot;HBSiteLoc&quot;:[&quot;ros&quot;,&quot;article&quot;],&quot;HBSiteCat&quot;:[&quot;footwear&quot;,&quot;business&quot;,&quot;nike&quot;,&quot;puma&quot;,&quot;rihanna&quot;,&quot;fenty-puma&quot;,&quot;fenty-x-puma&quot;,&quot;fenty&quot;],&quot;HBSitePage&quot;:&quot;0&quot;,&quot;HBSiteLang&quot;:&quot;en&quot;,&quot;country&quot;:&quot;ro&quot;,&quot;region&quot;:&quot;emea&quot;,&quot;subRegion&quot;:&quot;europe&quot;,&quot;HBArticle&quot;:6725724,&quot;HBBlacklist&quot;:&quot;1&quot;}\"><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p>When Rihanna first joined PUMA as a creative director for womenswear in 2014, she completely shifted the culture. Her original FENTY x PUMA run\u2014often referred to as the 1.0 era\u2014birthed the iconic Creeper, pushed the brand to record-breaking sales, and heavily influenced the luxury streetwear boom of the mid-2010s. However, the cultural and economic landscape had drastically changed by the time she returned for the 2.0 era. While the second stint introduced solid lifestyle offerings like the soccer-inspired Avanti, the chunky Creeper Phatty, and the Cat Cleat sandal, the releases struggled to capture the same lightning-in-a-bottle hype of her initial, revolutionary run.\n<\/p>\n<p>The first major sign of the split actually arrived on the streets. Last week, paparazzi caught Rihanna out and about wearing a pair of Jacquemus x Nike Moon Shoes. For an artist historically fiercely loyal to her active brand deals, the sudden public switch to a direct competitor essentially served as an unofficial announcement of her free agency.\n<\/p>\n<p>According to insider reports, the split is entirely amicable and simply the result of the contract running its natural course. The departure also appears to be a family affair; the same sources indicate that A$AP Rocky\u2018s creative partnership with PUMA is similarly winding down. His final collaborative designs with the brand are expected to hit retailers this spring, signaling a much broader reset in PUMA\u2019s celebrity endorsement strategy.\n<\/p>\n<p>As PUMA regroups, the sneaker world is already buzzing with speculation about Rihanna\u2019s next move. With her massive Savage X Fenty and Fenty Beauty empires thriving under the LVMH umbrella, the mogul is in absolutely no rush to sign another footwear deal. Whether she eventually aligns with a new powerhouse like Nike or simply enjoys the freedom of wearing whatever she wants, Rihanna\u2019s undeniable influence on women\u2019s sneaker culture remains permanently cemented.\n<\/p>\n<blockquote class=\"instagram-media bypass\" data-instgrm-captioned data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/DYU8TFFDBs6\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"14\">\n<div>\n<p>\u00a0\n<\/p>\n<div>\n<div><\/div>\n<div>\n<div><\/div>\n<div><\/div>\n<\/div>\n<\/div>\n<div><\/div>\n<div><\/div>\n<div>\n<div>View this post on Instagram<\/div>\n<\/div>\n<div><\/div>\n<div>\n<div>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<\/div>\n<div>\n<div><\/div>\n<div><\/div>\n<\/div>\n<div>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<\/div>\n<\/div>\n<div>\n<div><\/div>\n<div><\/div>\n<\/div>\n<p>\u00a0\n<\/p>\n<p>A post shared by Miles Diggs (@diggzy)\n<\/p>\n<\/div>\n<\/blockquote>\n<div class=\"show-article\">\n<p>                                                            Read Full Article<\/p><\/div>\n<\/p><\/div>\n<div class=\"post-body-author d-block d-lg-none\">\n<hr class=\"sidebar-divider share-divider\">\n<h6>Text By<\/h6>\n<p>        <span class=\"author-name\">Joyce Li<\/span><\/p><\/div>\n<div class=\"post-body-share d-block d-lg-none\">\n<hr class=\"sidebar-divider\">\n<h6>Share this article<\/h6>\n<\/p><\/div>\n<div class=\"brand-post-body-widget\">\n<hr class=\"sidebar-divider d-block d-lg-none\">\n<h6>In this Article<\/h6>\n<div class=\"brand-list-widget\"><\/div>\n<\/p><\/div>\n<div class=\"post-body-content-tags\">\n<div class=\"body collapsed\">\n<p>    NikePUMARihannaFENTY PUMAFENTY x PUMAFenty\n                                                            <\/p><\/div>\n<\/p><\/div>\n<p>[analyse_source url=&#8221;https:\/\/hypebeast.com\/2026\/5\/rihanna-fenty-puma-partnership-ends-wears-nike-jacquemus-reports&#8221;]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[analyse_image type=&#8221;featured&#8221; src=&#8221;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F05%2F23%2Frihanna-fenty-puma-partnership-ends-wears-nike-jacquemus-reports-tw.jpg?w=1080&amp;cbr=1&amp;q=90&amp;fit=max&#8221;] Footwear May 24, 2026 6.5K Views 0\u00a0Comments Comments Save Text By Joyce Li Share this article In this Article Footwear May 24, 2026 6.5K Views 0\u00a0Comments Comments Save Summary Rihanna\u2019s multi-year FENTY x PUMA partnership has reportedly come to an end, quietly closing out her second collaborative era with the sportswear giant [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[226,39],"class_list":["post-1955675","post","type-post","status-publish","format-standard","hentry","category-politics","tag-crawlmanager","tag-hypebeast-com"],"_links":{"self":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1955675","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1955675"}],"version-history":[{"count":0,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1955675\/revisions"}],"wp:attachment":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1955675"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1955675"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1955675"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}