To strengthen its image, Puma has been developing collaborations with celebrity and independent labels in recent seasons. Singer Rihanna announced the show with Puma collection at New York Fashion Week. Recently, a collection was created by Puma together with the English brand Trapstar London collection, which included a variation of Disc Blaze sneakers in nubuck and leather and a Goalkeeper t-shirt. Together with the Japanese brand A Bathing Bape, Puma created a capsule collection combining sports football style and street-weat, which includes T-shirts, jackets, hooded sweaters and camouflage shorts, as well as variations of R698, Blaze and Disc Blaze sneakers. These collections will first go to the Puma retail chain, and later to some multi-brand stores.