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PUMA x FENTY Global Launch

Rihanna teamed up 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 design of PUMA. The result is her debut collection from FENTY PUMA by Rihanna and it’s nothing short of fearless. Latitude partnered with Puma and Six:02 to launch Rihanna‚Äôs exclusive collection.

At a global level, we concepted and designed an overarching look and feel for the program and created design guidelines and assets for application. We also led the North American launch with presenting retail partner, Six:02, creating unique experiences to honor the creativity of the Fenty Collection.

In addition, we concepted, designed, fabricated and installed custom experiences for two mega pop-up stores in LA and New York, and seven pop-ups across the nation. While in New York, we even set up spaces for a media event and a shopping experience for Riri herself.

About Latitude

Latitude is an independent, multi-disciplinary strategic brand and experience design agency. We build brands and invest 50% of profits into elevating humanity. Let's work together.