GRAY SCALE: Rihanna’s Fenty for Puma collection will churn out a new colorway. The line’s fuzzy slide will now come in a gray fabrication.
The gray slide will be released on Puma’s web site and in select stores on Aug. 5. It will be priced at 80 euros, or nearly $88 at current exchange.
The fuzzy slide was previously offered in black, pink and white. Its past two releases have sold out. To accommodate consumer demand, the gray slide will be issued along with a third shipment of the slide’s previous colorways.
Puma — and Rihanna — have a huge hit with the Fenty slides, which sold out in a single day when they were introduced in April. The slides were restocked in advance of the July 4 holiday weekend. At that time, Puma said new colors would be forthcoming later this season.
Even before Puma gets a boost from the Rio de Janeiro Olympics and its sponsored athletes like Jamaican Olympic champion Usain Bolt, the German activewear brand has become a fashion favorite due to its tie-up with Rihanna. Other Fenty successes include a high-top trainer and creeper styles.
Puma is in the midst of category expansion and re-branding. The Kering-owned firm revealed in June that it had teamed with the New York City Ballet to become the company’s official offstage outfitter. Also in June, it said Kylie Jenner, Snapchat star YesJulz, Khalif and Aaquil Brown of the hip-hop duo Rae Sremmurd and rapper Young Thug as the faces of its suede collection.