Rihanna fused her fierce approach to music and fashion with the unmistakable sport-driven design of PUMA in her first full season collection since partnering with PUMA in December 2014 as women’s creative director. The Autumn/Winter ’16 FENTY PUMA by Rihanna collection drew inspiration from Japanese street culture mixed with gothic overtones and exaggerated volumes.

Partnered with Foot Locker, Inc. to craft an unforgettable global launch moment that disrupted the women’s marketplace, opening with Rihanna’s appearance that locked down a block in midtown Manhattan.

Created stunning retail environments and visual merchandising that included two premium pop-up shops in New York City and Los Angeles, seven pop-up shops at SIX:02 stores, twenty-six shop-in-shops at SIX:02 and Lady Foot Locker stores and one curated shop at SIX:02’s New York City flagship.

Generated demand and on-going programming with VIP shopping events, styling sessions, launch parties, a private beauty bar, out-of-home wild postings and billboards, guerilla street outreach, paid digital, social media, email blasts and a microsite.

Awarded the company-recognized “Forever Faster Award” for successfully launching Rihanna's debut collection from FENTY PUMA by Rihanna in Q3 of 2016.

"When it comes to one of the most sought after and buzzy women’s athletic collections, Foot Locker Inc. is getting a leg up on its competition." (Footwear News)

Photos: PUMA