Puma x Fenty

Conceived to ignite cultural momentum and amplify global visibility for Fenty, the launch of Rihanna’s Fenty x Puma collection unfolded as a sweeping, multi-city brand moment spanning New York, Los Angeles, and beyond. A fully integrated strategy fused immersive pop-up environments, national retail rollouts, and high-impact influencer programming, punctuated by celebrity appearances, street-level activations, and commanding out-of-home placements. At the center stood the exclusive Badass Beauty Bar — a magnet for engagement that transformed product discovery into spectacle. The activation generated over one billion media impressions, with 33rd Street brought to a standstill at peak launch. The result was not simply a release, but a defining cultural event that reinforced Fenty’s position at the forefront of style and influence.

Art Direction | Event Design | Print + Digital | Social

Photography Puma