PUMA Announces BLACKPINK’s Rosé as New Global Brand Ambassador
Cape Town, South Africa — 19 June 2024 — PUMA has announced a new global partnership with Rosé, member of South Korean girl group BLACKPINK and one of the most influential names in contemporary music and fashion.
Known for her distinctive style and global influence, Rosé has established herself as a major force in K-pop while developing her own identity as a fashion and cultural icon.
Through the partnership, Rosé will bring her vision, voice and creative perspective to PUMA’s global campaigns and storytelling.
Her role will focus on amplifying some of PUMA’s most iconic silhouettes while supporting the brand’s “Rewrite the Classics” programme, which reimagines timeless franchises for a new generation.
“I am so excited to join the PUMA family. I cannot wait for my fans to join my next chapter with PUMA.”
Rosé Joins PUMA’s Sportstyle Family
Rosé joins a roster of PUMA Sportstyle ambassadors whose influence extends across music, fashion and culture, including Rihanna, A$AP Rocky, Dua Lipa and Skepta.
She kicks off her PUMA partnership wearing the PUMA Palermo, styling the iconic low-top silhouette in her own distinctive way.
Throughout the partnership, Rosé will also support additional classic franchises within PUMA’s Sportstyle category.
“Rosé’s remarkable influence on music, fashion, and culture globally is such an inspiration,” said Maria Valdes, Chief Product Officer at PUMA.
“We are thrilled to embark on this journey with her, where she will play a diverse role, leveraging her knowledge and vision to help us redefine our classic space.”
Valdes added that Rosé’s perspective would help amplify PUMA’s “Rewrite the Classics” programme, highlighting franchises including the Palermo and Speedcat.
From BLACKPINK to Global Solo Star
Loved around the world for her rock-star persona, Rosé developed an interest in music from a young age.
After learning to play the piano and later the guitar, she developed a deep passion for singing and songwriting.
Rosé released her debut solo album, ‘R’, in 2021, led by the single “On the Ground”.
The track became a major global success and its music video broke the record at the time for the most-viewed music video by a solo K-pop artist in its first 24 hours on YouTube.
Rosé has also won a Hanteo Music Award and a Mnet Asian Music Award.
Her career has seen her achieve a rare milestone, becoming the first artist to top the Billboard Global 200 chart both as a solo artist and as a member of a group.
The partnership with PUMA adds another major chapter to Rosé’s growing influence across music, fashion and global popular culture.
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