PUMA BRINGS GLOBAL ENERGY TO SEOUL WITH
IMMERSIVE H-STREET LAUNCH EXPERIENCE
ROSÉ, PUMA GLOBAL AMBASSADOR, HIGHLIGHTS THE EVENING
ROSÉ PUMA GLOBAL AMBASSADOR
Cape Town, 16 May 2025 – PUMA kicked off their immersive H-Street brand experience in
Seoul, celebrating the upcoming launch of the new PUMA H-Street sneaker, with an
exclusive VIP opening.
PUMA family and friends came together, with global ambassador and K-pop sensation Rosé
in attendance, joined by local talents Yeji, Yuri Jo, Juyeon, Jungwon Cha, and Junyoung
Lee. Music was curated by Ring Seoul, a community-driven space rooted in Seoul’s post-
pandemic club culture and known for its immersive sound experiences.
The PUMA H-Street event in Seoul is part of the Future Archives activation, a high design,
culture driven series that honours the brand’s low-profile silhouettes by archiving heritage
while propelling culture forward. This four-day immersive activation features various partner-
dedicated spaces, centred around styling, music, and design, as PUMA shares the stage
with a range of collaborators. Inside Tag and Cold Archive are on hand in Seoul, curating an
installation of archival products and community activations.
PUMA has also tapped Korean partners – including art galleries, artists, musicians, and local
magazines like Eyesmag. The event takes place at Layer 41, where a futuristic, gallery-
inspired setup with reinterpreted track-and-field elements houses the special launch, paying
homage to the running heritage of the new silhouette.
“The opening night was a massive success. It was incredible to see so many familiar faces
from the PUMA community show up and support this moment. Seeing all the different ways
people styled the H-Street, watching them customize their pairs, explore the space – it just
felt special,” says Christina Mirabelli, Global Marketing Director PUMA Sportstyle.
BLACKPINK’s Rosé was announced as a global brand ambassador for PUMA in June 2024. Her partnership with PUMA will focus on amplifying PUMA’s iconic Sportstyle silhouettes, particularly through the “Rewrite the Classics” program, which celebrates PUMA’s most timeless franchises and brings them to a new generation. Rosé will also contribute her vision, voice, and insights to PUMA’s global campaigns and storytelling.
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Global Ambassador Role:
Rosé’s role is to amplify PUMA’s Sportstyle category and support the “Rewrite the Classics” program.
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“Rewrite the Classics”:
This program focuses on celebrating and re-introducing PUMA’s most iconic and timeless footwear models.
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Key Focus:
Rosé will use her influence in music, fashion, and culture to help PUMA redefine its classic space and amplify the “Rewrite the Classics” program.
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Campaigns and Storytelling:
Rosé will be involved in PUMA’s global campaigns and storytelling, sharing her unique perspectives and insights.
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Iconic Silhouettes:
She will be featured in campaigns showcasing various iconic PUMA Sportstyle silhouettes like the Palermo and Speedcat, among others.
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Rosé’s Influence:Rosé’s appointment as a global brand ambassador is a testament to her significant influence on music, fashion, and culture worldwide, as well as her unique style and voice.
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