An interesting analysis by Footwear News indicates that sports brands may be getting a certain payoff from sponsoring musicians, fashion models and other celebrities rather than athletes. The cost of these sponsorships is generally lower, although the volumes involved may be lower, too. Paying homage to the sneakers boom, Puma and Rihanna took this year's FN Achievement Awards for the Fenty Puma Creeper. The sports brand controlled by Kering began to work with the well-known singer and designer from Barbados as artistic director and brand ambassador two years ago. Launched in 2015, the Fenty Puma Creeper has been as popular as the Adidas Yeezy Boost 350, which is associated with another famous singer, Kanye West. Adidas' sneaker was named Shoe of the Year in 2015.

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