The pop-ups that debuted yesterday, in addition to Six:02 stores and its e-commerce site, are the only non-Puma outlets where customers can purchase Fenty University.
Six:02, Foot Locker’s women’s athleticwear chain, made waves in September 2016 when its collaboration with Fenty Puma by Rihanna spawned pop-ups in New York and Los Angeles. Fenty Puma took over seven of Six:02’s 32 stores, and Rihanna herself popped up in the brand’s New York location.
A year later, Six:02 hoped that lightning would strike twice yesterday when it debuted two New York pop-up shops and a pop-up bus celebrating the drop of Fenty Puma’s Fall/Winter 2017 collection, which is called Fenty University and is inspired by American collegiate wear. The pop-ups, in addition to Six:02 stores and its e-commerce site, are the only non-Puma outlets where customers can purchase Fenty University. Bloomingdales, Luisa Via Roma and other partners will come out with a smaller selection in the coming days.
Puma has been a mainstay in Six:02 stores since its first partnered with Rihanna in 2014. When Puma unveiled in 2015 its first Fenty Puma design, which took the form of its original Basket Shoe plus a creeper midsole, it sold out in three hours.
The Fenty University activation marked Six:02’s largest to date, although the retailer also works with Nike, Asics and Beyonce’s Ivy Park. The pop-up events were supported by social media videos and giveaways, as well as targeted influencer and media placements.
Photos courtesy Six:02
