Photos Courtesy PUMA - shot by Philippa Price
Rihanna's iconic Creeper sneaker is finally back! This time, the silhouette created in partnership with PUMA is even larger, bolder, and more robust. Conceived, created, and named by the singer, the Creeper Phatty takes the iconic silhouette to the extreme with an oversized design, rubber sole, and bold colors.
"Phatty" signifies extra confidence and style. Rihanna's idea was to bring the Creeper back in a bold and culturally relevant way. Originally launched in September 2015, the sneaker is a platform version of PUMA's iconic Suede. The model was named "Shoe of the Year" by Footwear News in 2016 and not only transformed sneaker culture but also highlighted the impact and relevance of the PUMA brand over the last decade.
The Creeper Phatty is wrapped in suede, with a quilted PUMA formstrip, FENTY logo on its tongue, laces with golden tips, and a rubber sole. 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.
How was the creation?
"We took the original Creeper and made it bigger and badder," said Rihanna.
"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 missed, so the comeback had to be even bigger," she added.
As the 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 changed the game for us," said Maria Valdes, PUMA's product director. "We knew it was time to bring it back. This sneaker has universal appeal, and we've seen tremendous consumer enthusiasm for its return. We're excited not only to evolve the existing model with the Creeper Phatty but also to expand our offering for the whole family," she concluded.
