• by Sarah Mahoney  @mahoney_sarah, March 2, 2023

We could love this move because it came from the shortest press release we've ever seen: "She's back," said Arne Freundt, Chief Executive Officer at Puma, announcing a new partnership with Rihanna.

But we really love it because sportswear is overdue for a fashion jolt. While there are no details about when a Fenty X Puma collaboration will launch or what it will look like, the singer's 2014 to 2018 partnership was a golden age for celebrity design partnerships. The Fenty Puma Creeper, for example, still reigns as one of the most-coveted sneaker collabs ever.

The news comes as rival Adidas struggles with the disastrous aftermath of its Yeezy partnership and a more subdued outlook for footwear in general. The NPD Group recently reported a reset for the industry, expecting unit sales to rise just 1% a year through 2023.

Puma is certainly bucking that trend, reporting record revenues. The German company just posted a quarterly sales increase of 21%, including a 29% increase in sales in the Americas. Footwear sales are up 53% for the quarter, led by strong demand for performance categories, including running, training, team sports and sport style. Apparel sales fell 2%, and accessories declined 5%.

Direct-to-consumer sales rose 11%, and wholesale revenues jumped 26%.

Since leaving Puma, Rihanna's brand-building has kept going. Forbes named her America's youngest self-made billionaire last year, with a net worth estimated at $1.4 billion. Much of that stems from a partnership with luxury conglomerate LVMH, with Rihanna owning 50% of Fenty Beauty. And last year, her Savage X Fenty lingerie company was reported to be considering an initial public offering, valuing the company at $3 billion.

A rare misstep was the Fenty apparel line, in collaboration with LVMH, which ended in 2019 due to reports of declining sales.

Her appearance at last month's Super Bowl, performing with dozens of dancers all in wardrobe by Savage X Fenty, drew 118.7 million viewers. That's more than the 113 million who watched the game itself.

After joining Puma in 2014 as creative director, Rihanna's shows drew steady adoration from the fashion world, especially for her thick-soled sneakers, bright bodysuits and thigh-high boots.