The collaboration between global superstar Rihanna and the iconic urban sportswear brand, is making a triumphant return after a hiatus since 2017.
Before the late 1970s, trainers were usually only worn by people doing sport. Now they’re a trendy way to feel nostalgic about ‘terrace culture’ and ‘casuals’.
PUMA went from playing catch-up to rising above them all, and its journey to the top is far from over.