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
Seeding the Pop-Ups
Leading up to launch, a digital activation will seed the NYC and LA pop-ups, building anticipation around the collection. Keys hidden throughout each city—revealed through social clues—invite participants to bring them to the pop-ups to unlock exclusive access and experiences, driving buzz and foot traffic around the launch.
Wild postings, tear-away flyers, and other guerrilla print tactics will seed key neighborhoods in NYC and LA in the weeks leading up to launch. Placed in high-traffic cultural corridors, these street-level activations mirror the energy of the campaign while directing audiences toward the pop-ups and building anticipation organically.
All digital and street-level activations ultimately converge in dual pop-up experiences in New York and Los Angeles, transforming the campaign’s momentum into physical retail moments for the Fenty x Puma collection in collaboration with Six:02.
