Puma’s long-standing and seminal partnership with Rihanna seems to have come to an end. Last week, Riri was spotted wearing a pair of Jacquemus x Nike Moon Shoes, prompting sneakerheads to conclude that her three-year contract with Puma – which included staunch brand loyalty – has not been renewed. Rihanna was appointed the brand’s creative director in 2014 and its face in 2015. Her collaboration with the brand ended in 2017, but was revived in 2023. Per HypeBeast, A$AP Rocky’s partnership with the brand may also be nearing a close. 

So, following a collaboration that played a key role in the brand’s aesthetic and place in pop culture over the past decade, what’s next for one of the world’s largest sneaker brands?

But with Dua Lipa, Lewis Hamilton, and Rose still acting as Puma brand ambassadors, the house evidently isn’t turning away from big-name collaborators entirely (despite speculation that "the celebrity sneaker bubble has burst). It’s likely safe to predict that celebrities will continue to be used to showcase fashion-first, streetwear styles, while athletes will be employed to showcase the brand’s more functional offerings.

Either way, it will be interesting to see how centering its sports-first fan base will impact not only its sales but the brand’s designs over the next few months, and what that means for your sneaker collection.