Rihanna and the story of ‘Shoe of The Year’



Rihanna’s Puma Creepers was the first sneaker designed by the pop star under her new FENTY PUMA label. It was first released in fall 2015  and it took only three hours to sell out on the release day.

The Creepers are remixed version of orginal Puma Suede sneakers with extra thick soles inspired by the creeper silhouette popular during the punk rock era of the ’80s and ’90s. It is without doubt that Puma played their cards right landing one of the most influential faces in pop music and fashion in Rihanna, giving her the title of their Creative Director.

The Fenty Puma Creeper was quickly announced as the 2016 Shoe of the Year: The award was presented at the 30th annual Footwear NewsAchievement Awards in New York on Nov. 29. 2016.

“In my wildest dreams, I never would have imagined an honor like Shoe of the Year,” Rihanna told FN. “It means so much to me to make a mark like this in the shoe and sneaker industry and to have so many people share my love for the Creeper.”

FIRST DROP

On September 25th the first drop was released featuring The Creepers in three colors – Black/Oatmeal , Black/White – Black and Oatmeal. The price range was $120. The first three colors were restocked on May 26th 2016.

Over 5000 pairs were sold globally on that first weekend – with over a thousand pairs selling out on PUMA.com in Europe and North America within a few hours. Stores like our PUMA Store in Paris or Footlocker Europe also sold their complete stock of the shoe, Naked in Copenhagen had a line around the corner in the morning and were out of Creepers afterwards, and major sneakerhead store Sneakers N Stuff in Sweden sold out within minutes.

This trend has continued in other parts of the world with strong sellthru rates of the different colours throughout September and the beginning of October, proving that our partnership with Rihanna is poised for long-term success.

Rihanna’s own enthusiasm for the Creeper and a new creative campaign featuring her and artist Travi$ Scott, contributed to the successful launch. Prior to the pre-sale date, PUMA sponsored Rihanna’s block party during New York Fashion Week and secured a strategic exclusive to VOGUE.com, which was picked up by media around the world. We also launched advertising on billboards and taxis in New York City and LA, had lots of support from social media on Rihanna’s and our channels and seeded the Creeper to all the right influencers and press. Fans took to social media by storm, posting their Creepers and showing the world how they wear Rihanna’s first shoe with PUMA.

SECOND DROP

Following the success of the first drop, PUMA and their brand ambassador Rihanna release a second offering of the Fenty Creeper.  In the middle on November it was announced that three more additional colors will be soon released. The new colorways include all-white with a gum sole, pink and green with a gum sole and dark and light blue.

#THECREEPER returns with new colors and men's sizes! #FENTYXPUMA

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THIRD DROP

On May 2016 it was announced that Rihanna x Puma are about to release yet another drop of The Creepers. The three colorways: all black, all white, and forest green suede with burgundy accents and a gum rubber sole. The new looks were released on May 26th. The price was around 160$

THE CAMEO CREEPERS

The multicolored camouflage print sneakers went live on Puma.com at 10 a.m. ET on July 28th, priced at $140 for both men and women. In addition to the camo Creepers, Puma also surprised customers by restocking several other colorways of the silhouette for men and women, as well as the Trainer style. Yet again, it only took couple of hours before the cameo print creepers was sold out.

THE VELVETCREEPER

On November 2016 it was announced that Rihanna x Puma Creeper will release in new velvet installments on December featuring a soft textile upper complete with monochromatic options, waxed laces, and metallic gold foil branding for a luxurious look perfect for dressing up or dressing down.

THE LEATHER PACK

The latest duo of releases for the hit platform sneaker get down to basics with one pair in a simple white leather upper with black accents, while the other goes all-black. There’s more to the latter than a triple black colorway though, as it is built with a smooth and glossy patent leather upper with a crinkled texture. The leather pack was released on April 6th, 2017.

SHOE OF THE YEAR

FN selects the shoe of the year based on retail sales, consumer feedback, social media prowess and overall buzz. The award has been handed out just three times: Kanye West took it home last year and accepted it in person with a heartfelt and funny 20-minute speech about his fashion rise and hit Yeezy Boost 350 sneaker with Adidas. In 2014, tennis legend Stan Smith was on hand to accept the prize for his own hot signature shoe with Adidas.

“Shoe of the Year is the most coveted award because it truly reflects industry dominance,” said Michael Atmore, FN’s editorial director. “Like Stan Smith and Kanye West, Rihanna made a statement shoe that drove global excitement and generated huge sales. Rihanna and Puma pushed the market in a new direction with an overnight sensation that has real legs.

This year, Rihanna’s Creepers have flooded Instagram feeds, caused site crashes and popped up on eBay the moment the shoes sell out. Fans of Rihanna’s bold, devil-may-care approach to fashion have scrambled to get their hands on a pair of Creepers, which have released in an array of mostly neutral colorways over the past year. But it’s not just female fans who are scooping up the style: Rihanna and Puma have also released the Creepers in men’s sizing with success.

Rihanna later shared on Instagram:

To God be the Glory 🙏🏿🙏🏿🙏🏿!!!
What a blessing to be honored with this prestigious award, and to be the first woman receiving “SHOE OF THE YEAR” at #FNAA !!
Never could I have imagined the amount of support and love we got from around the world for #THECREEPER !!! Thank you to everyone who represented and made the movement!!! One Love ❤️. #FENTYxPUMA

CELEBRITY FEEDBACK

The Creeper — which has been worn by Cara Delevingne, Gigi and Bella Hadid and The Weeknd, among other celebrities —  is a twist on Puma’s classic styles, decked out with a Creeper-style sole. Rihanna, who serves as creative director for the athletic brand, designed the shoe with input from menswear brand Mr. Completely, which had previously made her custom Adidas and Nike sneakers.

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