Building an aesthetic for the Avanti.

With Gen Z increasingly shopping by aesthetic, Fenty x PUMA wanted to make its soccer-inspired Avanti part of a wider style conversation. The campaign claimed “Soccer Mom” as an aesthetic ripe for reinvention, bringing together Rihanna’s worlds of motherhood, soccer and style across social and editorial content, 150 creator collaborations, a Recess Therapy PR event and a bespoke seeding kit.