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PUMA And Rihanna Team Up To Drop New Avanti LS
PUMA and Rihanna reunite for the limited-edition Avanti LS, blending football heritage with fashion in a sleek, royal blue suede design.
PUMA and Rihanna have proven they’re the perfect pairing once again, unveiling their new limited-edition Avanti LS designed by the nine-time GRAMMY award winner herself.
If you’re not aware of their link up, let us put you on.
PUMA recognised Rihanna’s influence on the fashion scene back in 2014, releasing the iconic Creeper just a year later. Since then, this dream pairing have paved the way for a new era of sports collaborations – offering some of the most stylish football-inspired footwear in the game.
Now, they’re back at it again. 2025 brings the Avanti LS to the stage, a sleek design inspired by the original Avanti shoe.
Look familiar? The Avanti LS pays homage to the legendary PUMA King worn by icons such as Johan Cruyff, Diego Maradona and, of course, Pelé.
A royal blue suede canvas sits underneath delicate touches of gold, while a classic football gum sole ties this modern design to silhouettes of the past.
The Avanti LS is the perfect blend of football and fashion. Whether it be in the terraces or on the runway, it’s crafted with style and versatility in mind.
Bad Gal Riri has wasted no time in flaunting her new design on the streets of New York City – we’re sold.
The FENTY x PUMA Avanti LS is available on 16 January online at PUMA.
Renowned for their ability to embrace the environment around them, Como 1907, under the creative direction of Rhuigi Villaseñor, the club’s Chief Brand Officer, have established itself as one of the flyest clubs in the game. Their latest release – a new adidas Third Kit.
As they continue to push the boundaries of what it means to design a kit, Como’s latest creation epitomises the evolution of the Club, as they rose back to the top, and established themselves in Serie A. Featuring a deep black base which reveals a subtle checkerboard jacquard across the boat, and provides a tailored texture. The jersey also has an eye-catching orange collar; the contrasting tones manage to feel both unpredictable yet completely at home in Como. The button placket, a tribute to classic Serie A shirts, and the adidas three stripes on the shoulders of the kit round off the jersey.
The centrepiece of Como’s latest creation is a reimagined version of the historic Como crest — likely an ode to the club’s resurrection back in 2017. Despite its elegant subtlety, the crest is unmissable as the orange outline draws it to attention, subtly reminding fans and players alike that they mustn’t slip into nostalgia.
Under the guidance of Rhuigi, Como have redefined what it means to intertwine football, fashion, design, and culture into a singular piece. The latest creation epitomises Rhuigi’s mantra that a Como shirt should transcend its setting, possessing a sartorial flair that seamlessly transitions between sport and style.
The new adidas Third Jersey is available now through the Como 1907 official stores and the club’s online channels.
286 voices. 286 stories. JD reveal latest Christmas campaign that flips the script on the conventional high-production route, reverting to a raw self-directed portrait of youth culture. Entirely for the youth, by the youth.
‘Where Are You Going?’ is a campaign that puts not just the power, but the camera and creative control, back into the hands of the youth. With 286 young people empowered to tell their version of life, from their perspective – vertical, raw, and unfiltered.
Inspired by the typically chaotic ensemble of photo albums, JD’s latest campaign embraces imperfection. Shot entirely on vertical, by young people from Tokyo to Berlin, ‘Where are you going?’ leans on the zeitgeist of modern youth culture, offering today’s youth a voice. ‘Where are you going?’ celebrates a generation that refuses to be confined by traditional expectations, encouraging them to show the energy and individuality that has propelled current youth culture.
By posing such a simple question, the film offers an unparalleled insight into the lived experience of today’s youth, as they navigate society and try to find themselves. Whether it’s platinum plaques, simply passing their upcoming exams, or anxieties over friendships, ‘Where are you going?’ reveals how every voice pushes in one direction: Forever Forward.
Those with a keen eye will recognise a few familiar faces as they scroll through the gallery. But the beauty of the campaign is the lack of refinement, presenting these ‘celebrities’ as everyday individuals, equally conscious of the future, irrespective of their current stature.
Whether it’s Cole Palmer laughing as he’s teased for flipping the camera the wrong way, or Myles Lewis-Skelly hitting a rally on the tennis court with his friend, the campaign transcends conventional boundaries between the celebrity and the normal person.
The intertwinement of today’s youth alongside trailblazers in football, fashion, music, and social media reiterates the overarching message that all of these voices are equally important.
Not just presented in a language familiar to the youth, as a phone photo album, but the campaign epitomises how JD are telling the stories that matter, giving equal weight to talent and the community, because they are equally important in driving youth culture forward.
By platforming those at the forefront of the culture, JD have been able to refine what it means to tap into youth culture – giving the camera to those that define it, first-hand.
The JD ‘Where are you going?’ Christmas campaign is available to watch on the JD YouTube channel and across digital platforms, with exclusive product drops available online at jdsports.co.uk and in stores across the UK.
