Rihanna collaborated with Puma to create a line that fuses her independent approach to music and fashion, her love of Japanese street culture, and the sport-driven aesthetic of PUMA. The result is her debut collection, FENTY PUMA by Rihanna.

Puma asked Latitude to design and produce the in-store global campaign for the North American launch of this exclusive collection in two mega pop-up stores in LA and NYC, and seven smaller pop-ups in Six:02 stores across the United States.

Experience Design / Visual Merchandising / Environment / Print


Once we developed an overarching look and feel for the global campaign and rolled out design guidelines for application, we led the North American launch by creating unique in-store experiences that honor the FENTY collection.

From metal studded backdrops to custom sewn patent leather walls, the environments were as bold as the collection. In New York, we even set up spaces for a media event for Rihanna and fans to shop. The product launch made national news, earning mentions from titans such as Vogue, The New York Times, Billboard, BET and more.


“The upscale feeling of the garb was enhanced by the atmosphere of the pop-ups.”

– Whitney Bauck, Billboard