Rihanna Joins Puma Team on Stage at 2024 FNAAs to Support A$AP Rocky’s Collaboration of the Year Award — And Shows Off His FN Cover
Stephen Garner
Senior Editor
Rihanna joined partner A$AP Rocky along with Puma Group chief executive officer Arne Freundt on the stage at tonight’s FN Achievement Awards at Cipriani South Street.
The singer and make-up mogul joined the crew on stage holding the latest issue of FN featuring Rocky as one of this month’s cover stars.
“I just want to take this moment out to thank the North American team at Puma, who [are] killing sh*t right now, we did that,” Rocky said on Wednesday night. “And I want y’all to come up here and accept this with me right now. Bring your asses up on stage.”
Rocky went on to acknowledge Freundt and his support in their ongoing partnership. “I want to point out how this man has transformed Puma in North America as CEO,” Rocky added. “I mean, just think about it, his influence alone, especially my journey. I think we got into this company together around the same time, roughly. And I mean, look at the change. And I just want to thank you all. Thank you for the opportunity.”
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Since Rocky joined Puma late last year as the creative director for the brand’s F1 partnership, the rapper has incorporated motorsport design elements across all of his offerings. And with the rising popularity of F1 in the U.S., the timing of this buzzy partnership couldn’t be better.
In a series of releases this year, A$AP Rocky and Puma delivered multiple sell-out distressed versions of the Inhale sneaker and a highly imaginative, 3D-printed edition of the Mostro shoe. The music star’s latest collection featured night racing-inspired black and green colorways of the Inhale and Mostro yet again.
What’s most impressing is the new 3D Mostro style brought Rocky’s “Grim” vision to life through the use of Carbon Digital Light Synthesis (Carbon DLS), a resin-based 3D-printing process that reimagined the recently revived archival sneaker as an alien slip-on. Spikes of varying sizes protrude throughout the perforated shoe, with a wider honey-comb pattern used around the ankle. The thicker spiked sole leaves a cavern at midfoot, with a spray paint-like finish.
He’s also taken on Puma’s Inhale sneaker for his ongoing collaboration. Interestingly, the shoe is often seen in pre-distressed colorways — a design technique that harkens back to Rocky’s childhood.
Rocky’s youth is a reoccurring theme in his design codes. “I take inspiration from my childhood experiences and just what I went through culturally,” he said. “I try to embed that into everything. When you manifest what you know, what you’re curious about, you embark on something new. So that’s how we start something while carrying on tradition. We do that in everything.”
For 38 years, the annual FN Achievement Awards — often called the “Shoe Oscars” — have celebrated the style stars, best brand stories, ardent philanthropists, emerging talents and industry veterans. The 2024 event is supported by sponsors Listrak, Marc Fisher, Nordstrom and Vibram.
