The Puma Fierce embarked on a new way of thinking for the brand. In a male focused industry, we wanted to empower our female athletes to be the best version of themselves. As our benchmark, we worked with Rihanna’s personal trainer: Jamie Granger. Our goal was to provide her with truly functional footwear that did not sacrifice style. Inspired by dance movements and designed with rigorous training needs in mind, the Fierce tackles design with a play on proportions and style. It is heavy on the material mix, but light on weight with technical details that ensure it is up for every training challenge. It is both feminine and bold. It is Fierce!