Last thursday, Puma celebrated its largest brand campaign launch ever, releasing the new FENTY x PUMA creeper phatty earth tone sneaker by Rihanna. Between hot DJ sets by DJ Skylatylaa, Talia A. Darling and Kim Turnbull and guest highlights such as from Ayra Starr, Bianca Saunders, Sitch and Bree Runway, we spoke to Riri about protecting authenticity, nurturing passion and …CREEPING, the concept behind the shoe campaign, creative directed by the music and style icon herself and shot by Philippa Price.

Taking over the wide space of the Tobacco Dock in East London, Puma transformed the location into an underground garden experience, the perfect set for the shoe’s natural earth tones, playing with the art of camouflage. The original Creeper launched back in September of 2015, a platformed version of PUMA’s iconic Suede sneaker.  The silhouette and innovative take on a lifestyle sneaker highly influenced the sneaker culture and sparked PUMA’s brand impact and relevance over the past decade. The Creeper Phatty, Rihanna’s newest interpretation of the shoe, is bigger, bolder and badder than ever with an oversized design and stacked gum sole and comes in three color ways: taupe, green fog and warm white.

Watch our video below to see Riri’s thoughts on how to stay real and what makes her personally start creeping.