As Creative Director, Rihanna’s FENTY x PUMA campaign shot by Philippa Price expands upon this concept of creeping – attempting to do something without being noticed.  The campaign embarks on a dynamic exploration of the art of camouflage through carefully composed tone-on-tone imagery. 

On the heels of PUMA’s biggest brand campaign launch ever, PUMA and Rihanna will host a European-based event to celebrate the FENTY x PUMA Creeper Phatty Earth Tone.  The exclusive taupe colorway of the FENTY X PUMA Creeper will drop immediately following on April 17 at 12AM EST exclusively at PUMA.com. Get 'em while you can. 

The Green Fog and Warm White colors launch on April 25 at 10am EST worldwide on puma.com, PUMA stores and global retailers including Foot Locker, JD Sports and Zalando. Adults styles retail for €140, juniors at €100, pre-school at €75 and infant at €65. 

Whether you're soaking up the sun at a summer festival or cruising along coastal roads, these pieces ensure you not only look the part but feel comfortable and confident every step of the way.

From statement-making shirts to comfortable hoodies and sleek accessories, each piece is crafted with precision and attention to detail, reflecting the unparalleled craftsmanship synonymous with the Scuderia Ferrari brand.

The hoodie boasts a relaxed fit for ultimate ease, while the shirt and shorts, crafted from seersucker fabric, offer a relaxed fit for a breezy feel. All these items. Are available in two different colorways, one being a bold graphic and the other a simple base colour. Pink Lilac, Rossa Corsa, Vine Yellow, and Classic White are the base colors of this collection ensuring you stay effortlessly chic and comfortable, whatever the occasion is.

Highlighting the collection is the iconic Scuderia Ferrari team identity, reimagined into modern streetwear silhouettes that exude sophistication and style. Whether you're a racing enthusiast or a fashion-forward individual, the Crews Go Summer Collection offers something for everyone, allowing you to express your passion for speed and elegance in every aspect of your summer wardrobe.

The Scuderia Ferrari Crews Go Summer Collection will be available for purchase at selected PUMA stores as well as online at puma.com.

For the third signature shoe with PUMA, the design is inspired by Breanna’s decorated career. The Stewie 3 Dawn features fiery hues and floral details representing both her family and journey. As a tribute to Tokyo, the cherry blossom, or Sakura, symbolizes the fleeting beauty of life and the resilience of nature. Also drawing inspiration from Rio Brazil, specifically the golden trumpet tree's exquisite floral display. The golden accents on the shoe mirror the coveted gold medal of champions.

At the heart of the Stewie 3's design lies a deep connection to Spain, symbolized by the prominent red carnation blooms that adorn its surface. The red carnation serving as tribute to Stewie's spouse, Marta. 

One of the most captivating elements, the incorporation of original blooming seed patterns that cascade gracefully across the outsole of the shoe silhouette, pay homage to Stewie’s daughter, Ruby and her desire to grow the game.

“It’s an honor to be able to incorporate part of my story into the Stewie 3: the people I love, and some of the places that have been integral to my journey. I’m excited to share my third signature shoe with the world, and what better way than to unveil it in Paris, host city to this Summer’s Olympics,” said Stewart.

An MVP-worthy addition to your game, the Stewie 3 Dawn is engineered for performance – featuring a high-abrasion outsole for added grip and a dual-density Profoam+ midsole for targeted cushioning. Meaning more energy return and stability when driving the lane, crashing the backboard, or taking it coast-to-coast.

The Stewie 3 Dawn is set to launch on May 14th, 2024, The PUMA Stewie 3 collection, will retail for $40-125 and will be available at PUMA.com, the PUMA mobile app and the PUMA NYC Flagship store.

Reinterpreting PUMA’s archival silhouettes through the lens of football, the fashion-forward, PUMA x KidSuper Sports Club collection brings pastel colorways and modern aesthetics into the form and function of sportswear, plus updated versions of the Velophasis and Palermo sneakers.

Featuring several matching sets, the distinctive range is elevated with garment dyeing, graphic jacquard knits, graphics inspired by the PUMA King, and patterned motifs created by KidSuper for PUMA.

Created in two colorways, the collection’s cut-and-sewn Track Jacket and Track Pants feature accentuated color blocking, as well as embroidered details. Crafted with a jacquard knit process, the Knitted Jersey and Shorts feature bold graphic elements and a KidSuper Football Club badge. The Cardigan makes use of the same jacquard knit with an allover print that abstracts human facial features, while the Longsleeve and Skirt are made with a power mesh textile, featuring custom artwork created by KidSuper.

The reveal is part of a historic year of sport for PUMA, during which they’ve already debuted new Jamaican kits at the iconic Boys & Girls Championships in Kingston, Jamaica, as well as unveiling their first brand campaign in over a decade.

The innovative kits will be worn by athletes representing Bahamas, Barbados, Botswana, Brazil, British Virgin Islands, Cuba, Grenada, Jamaica, New Zealand, Norway, Portugal, Qatar, Saint Lucia, Sweden, Switzerland, Trinidad & Tobago and Ukraine.

Rooted in elite performance, the new apparel has been designed to evoke speed, with cut lines strategically placed to accentuate the physique of the athletes. A specially engineered jacquard fabric is ergonomically shaped to contour the back muscles for heat reduction and breathability, with thermoregulation technology optimising body temperature to enable peak performance. The expanded range caters for various body types and will be offered to athletes across sprints, distance, jumps and throws.

Maria Valdes, Chief Product Officer at PUMA said: “Our best-in-class products are a collaborative effort between us and the athletes. When we started developing these kits three years ago, our incentive was to ensure they sat at the intersection of design, culture and innovation. It’s these innovations that enable us to see the game differently. We are a team of game changers with speed in our hearts, and these kits are a symbol of pride for the entire PUMA family; we hope that they become a symbol of pride for people across the globe this summer and long into the future.”

Since Rudolf Dassler founded the company in 1948, PUMA has always harnessed the power of speed to be the fastest brand on the planet. For more than 75 years, PUMA has worked with the fastest athletes, clubs and federations, striving to achieve sporting excellence and create moments that live long in the memories of fans across the globe.

Karsten Warholm, the reigning mens 400m hurdle Olympic Champion and World Record holder added: “Since a young age, I remember loving the thrill of going fast. Speed was a necessity for me and I channeled that into running – a space where PUMA has supported me immeasurably for five years. Working with the PUMA team to develop products is always an incredibly joyful experience and it’s exciting to see the final product; the Olympic kits exceed all expectations. I value that PUMA takes the time to understand athlete needs, and that sense of collaboration is evident here. My relationship with PUMA continues to go from strength to strength and I cannot wait to go to Paris and put on a show for the world.”

Reigning women’s high jump World Champion Yaroslava Mahuchikh commented: “This summer will be incredibly emotional for me and my teammates, and we know that when we pull on the yellow and blue of Ukraine, we have the opportunity to inspire an entire population. We want to go to Paris and reinforce the true power of sport to unite and create change.”

The unveiling of the kits follows the announcement that PUMA are launching their first brand campaign in over 10 years. The campaign articulates PUMA’s unique relationship with speed and brings to life how the entire PUMA Fam – from athletes to consumers – see the game differently.

Coming to life in a unique piece of content, the campaign features global superstars across multiple sports including Neymar Jr., Breanna Stewart, Karsten Warholm, Christian Pulisic, Jack Grealish, Shericka Jackson, Mondo Duplantis, Felix Streng, Yaroslava Mahuchikh and many others.