Rihanna, much like Kanye West, seems to believe the best way to market your shoes is to simply wear them before they’re even available. Over the summer, Rihanna was spotted out and about in New York wearing several pairs of Puma sneakers that are from her first collection with Puma.
Today, Puma is launching the Puma Creeper style, an update of Puma’s classic Suede sneaker. The Puma by Rihanna collection is being released under the singer’s FENTY label. It was created with input from menswear brand Mr. Completely, which has previously made custom Adidas and Nike creeper sneakers for Rihanna.
Rihanna took to Instagram today to share images from the first Puma by Rihanna campaign, which stars her close friend Travi$ Scott.
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The black-and-white style is a limited edition and is available today on Puma.com and at select retailers on Sept. 18.
There’s also an exclusive pop-up shop in New York at 312 Bowery Street from Sept. 15-17, where customers can purchase a limited number of the sneakers early. Two more Creeper colorways will also be available at the store.
The first three colors will be available through Puma.com and retailers worldwide on Sept. 25. More releases are to come through November 2016.
The Puma pop-up shop hours are Tuesday 12pm-5pm and Wednesday-Thursday 11am-7pm.