Rihanna's Fenty Puma Creeper wins Shoe of the Year
Rihanna and Puma on Monday scored the Shoe of the Year award for the Fenty Puma Creeper at the 2016 FN Achievement Awards almost two full years after the singer joined the company as artistic director and brand ambassador.
The Fenty Puma Creeper sneaker launched in 2015 and quickly rose in popularity comparable to the Adidas Yeezy Boost 350, which won Shoe of the Year in 2015. The sneaker is a revamped version of Puma’s popular Suede silhouette and features a suede upper and thick rubber sole. Since the launch of the Creeper, Puma and RIhanna expanded on their footwear offering more colorways and patterns for the Creeper, a men’s version of the Creeper and an apparel line.
Rihanna joined Puma in 2014 and helped the company achieve a quick sales boost. Chief Executive Bjorn Gulden said in November, "We are coming from a low base. We are very, very happy with the development in the U.S. in the last eight to 10 weeks because our products are selling through. Our sales are not slowing down, more the opposite. More consumers are buying our products at full price and retailers are therefore more satisfied with us.”
After signing Rihanna as a brand ambassador and artistic director, Puma signed Kylie Jenner and model and actress Cara Delevingne as brand ambassadors.
Puma is the second company to win the Shoe of the Year award joining Adidas, which won the award two years in a row for the Stan Smith and Yeezy Boost 350 sneakers. The Fenty Puma Creeper is the third sneaker ever to win the award.
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