The Gruve Sport Trademark: A New Standard for Sustainable Sports Innovation

While Rihanna’s fans look forward to the much-awaited Fenty x Puma collection launch on March 13, 2025, Puma has been making a silent move - one that signals a big release on the horizon. Recently, they filed a trademark application for Gruve Sport, hinting at an upcoming sneaker release.

Unlike the anticipated upcoming celebrity collaboration, no official announcements have been made about Gruve Sport. What exactly could the collection look like and why is Puma keen on it?

The Gruve Sport trademark filing – A sneaker in the making?

According to records, this trademark application has been filed under the clothing category and is still awaiting approval by the United States Patent and Trademark Office, (USPTO). While the name is catchy, the category suggests that this is not an upcoming campaign but rather a new shoe model that hints at movement, rhythm, and performance. Gruve Sport suggests emphasis not only on functionality but on style as well. It fits naturally with today’s sneaker culture, where aesthetics matter just as much as efficiency. With sneaker brands competing to pioneer the next big thing, Puma’s latest move gives them a competitive edge in an ever-evolving market.

Shifting the sneaker landscape 

With Puma gearing up for another major collaboration, this trademark filing comes at the perfect time, reinforcing the brand’s ability to innovate. Given Puma’s history of successful partnerships with Rihanna, this move aligns with their ongoing strategy to reach diverse markets and expand their influence in the sneaker industry. 

Puma worked with the celebrated female artist in September 2023 during the introduction of the Fenty x Puma Avanti Sneaker - blending their sports heritage with her fashion-forward vision. The step was well received by style enthusiasts who also love indulging in Rihanna’s music. Could a similar strategy already be in play with the Gruve Sport collection?

A name worth watching

While Gruve Sport remains a mystery, this trademark application shows that something is cooking. Whether it’s a shoe collection, an athlete collaboration or even a Fenty-related expansion, one thing is clear, the brand is shaking things up. Who knows? Perhaps Gruve Sport is the next big name in athletic-inspired streetwear.