PUMA presents Rihanna’s Creeper sneaker in a bolder and more robust version. Designed, created and named by the singer, the Creeper Phatty has an oversized design, rubber sole and bold colors. The new FENTY x PUMA Creeper Phatty arrives in Brazil on December 1st in three different color combinations, with adult and children’s sizes.
“Phatty” means extra confidence and style. Rihanna’s idea was to bring Creeper back, in a bold and culturally relevant way. Originally released in September 2015, the sneaker is a platform version of PUMA’s Suede. The model was voted “Shoe of the Year” by Footwear News in 2016 and not only transformed sneaker culture, but also sparked the impact and relevance of the PUMA brand over the last decade.
The Phatty Creeper is wrapped in suede, with a printed quilted PUMA formstrip, FENTY logo on its tongue, gold-tipped laces and rubber outsole. The new FENTY x PUMA drop offers three distinct color combinations of the model – the classic black and white, the extra bright blue and green and the bold lavender and cherry red.
“We took the original Creeper and made it bigger and badder,” Rihanna said. “In designing the Creeper Phatty, we sought to reinvent the OG Creeper, which was loved by so many. It’s a classic silhouette that we miss, so the return had to be even greater,” she adds.
As creative director, Rihanna’s second FENTY x PUMA campaign – shot by Philippa Price, who has previously photographed for Rihanna and PUMA – explores the juxtaposition between the strange and the exaggerated, highlighting the sneaker’s excessive and bright elements.
“The original Creeper was a game changer for us,” said Maria Valdes, PUMA product director. “We knew it was time to bring him back. This sneaker has universal appeal and we have seen enormous enthusiasm from consumers with its return. We are excited to not only be able to build on the existing model with the Creeper Phatty, but also to expand our offering to the entire family,” she concludes.
