Puma vs Adidas: Can Puma’s Music Strategy Beat Adidas’ Yeezy Legacy?
When you think of global sneaker culture, Adidas and Puma may not always seem like equals. Adidas has dominated the conversation with Kanye West’s Yeezy empire, Pharrell Williams’ Human Race, and Beyoncé’s Ivy Park. But in the past decade, Puma has quietly staged one of the most remarkable comebacks in music-driven fashion, led by none other than Rihanna with her Fenty x Puma line. This raises the big question: Can Puma’s music collaborations rival Adidas’ Yeezy legacy in 2025?
Adidas and the Yeezy Phenomenon
When Adidas signed Kanye West in 2013, it wasn’t just a sneaker deal—it was a cultural earthquake. The Yeezy Boost 350 became the hottest sneaker on the planet, selling out within minutes. For years, Yeezys dominated resale markets, with prices hitting thousands of dollars. Add Pharrell’s Human Race NMD collection and Beyoncé’s Ivy Park, and Adidas positioned itself as the music industry’s go-to fashion partner.
However, the fallout with Kanye in 2022 shook Adidas’ dominance. Without Yeezy, Adidas has leaned more on Pharrell and Beyoncé, but the cultural shockwaves of losing Kanye still linger. This is where Puma found its opening.
Puma’s Revival Through Music
Puma was once seen as the underdog compared to Adidas and Nike. But with Rihanna’s Fenty Creepers, Puma changed its entire trajectory. Rihanna’s collection didn’t just sell sneakers—it turned Puma into a lifestyle and fashion powerhouse. The Creepers sold out globally, won the “Shoe of the Year” award, and cemented Puma’s place in youth culture.
Puma doubled down with The Weeknd, who launched the Puma XO Parallel, and Dua Lipa, who brought Gen Z energy to the brand with her Flutur collection. Unlike Adidas’ reliance on Kanye, Puma spread its partnerships across diverse music stars, from pop to R&B, ensuring broader appeal.
Adidas vs Puma: Cultural Strategy
- Adidas banked heavily on one superstar (Kanye West). When Yeezy was at its peak, Adidas ruled the resale market and pop culture.
- Puma took a different path—building relationships with multiple artists like Rihanna, Dua Lipa, and The Weeknd, creating a fashion-forward lifestyle image.
In many ways, Puma’s strategy may prove more sustainable in the long run, especially with Rihanna returning to the Fenty Puma line in 2023, bringing renewed hype to the brand.
The Role of Female Artists in Puma’s Strategy
Where Adidas had Beyoncé, Puma leaned on Rihanna and Dua Lipa. Rihanna’s Fenty x Puma Creepers remain one of the most iconic artist-driven sneakers of all time. Her cultural impact brought Puma into luxury fashion conversations, while Dua Lipa kept Puma aligned with younger, digital-native fans who drive TikTok and Instagram culture.
The Afrobeats Factor: Puma’s Untapped Market
Looking ahead, the fastest-growing music genre globally is Afrobeats. Adidas already tapped Burna Boy, and Nike worked with Wizkid. But Puma has yet to fully dive into this space. Imagine Puma linking with the next wave of Afrobeats stars—artists like DjMondo, who blends Afrobeats with pop on hits like “Mirror Mirror”. Such a move could instantly connect Puma with Africa’s booming youth market while expanding its global influence.
Resale Market: Adidas Still Ahead
One area where Adidas still edges Puma is the resale market. Yeezys, despite their decline, remain highly collectible, while Pharrell’s Human Race sneakers also fetch strong resale prices. Puma collaborations tend to have less resale hype but more lifestyle relevance—people buy Puma not just to resell, but to wear as part of their identity.
Puma’s Strength: Fashion + Lifestyle
Puma may not dominate resale culture, but it dominates fashion integration. From music videos to red carpets, Puma sneakers and apparel appear as authentic fashion choices, not just hypebeast collectibles. This lifestyle-first approach may actually give Puma staying power, while Adidas deals with its Yeezy fallout.
Final Verdict: Who Wins?
So, can Puma beat Adidas’ Yeezy legacy?
- Adidas remains the king of resale and hype, thanks to Kanye’s Yeezy impact.
- Puma leads in lifestyle integration, Rihanna’s global influence, and diverse collaborations.
- The future will depend on how each brand taps into Afrobeats and Gen Z culture.
If Puma lands the right Afrobeats collaboration, it could easily leapfrog Adidas in cultural relevance. After all, the next Yeezy-sized movement might not come from hip-hop or pop, but from Africa’s booming music scene.
Conclusion
Adidas may have had the Yeezy revolution, but Puma’s slow and steady rise through music artists is reshaping the game. With Rihanna back at the helm, Dua Lipa speaking to Gen Z, and The Weeknd anchoring Puma in R&B, the brand is better positioned than ever. The only missing piece? A strong entry into Afrobeats—and rising stars like DjMondo might just be the key.
Who do you think is winning right now—Puma or Adidas? Drop your thoughts below and let’s discuss the future of sneaker and music collaborations!
