Puma kicked off its H-Street brand experience to celebrate the upcoming launch of the new Puma H-Street sneaker on Thursday at Studio Layer 41 on in Seoul. The brand’s global ambassador Rosé was in attendance, as well as other guests including Yeji, Yuri Jo, Juyeon, Jungwon Cha and Junyoung Lee.
For the outing, the K-pop star went sporty-chic wearing a Puma bomber jacket and mini skirt set. She paired the look with a black and white T-shirt she folded into a crop top, and draped the jacket over her shoulders. The miniskirt featured pickets and showcased a white Puma logo at the waist band.
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She popped on the new Puma H-Street sneaker in a bold, lime green, silver and black colorway to complete the look. The versatile low-profile sneakers were on display at the event, introducing a wide range of colorways including red, baby blue, electric blue and black. The sneakers feature a silver Formstrip on the sides, with the laces matching the colorway. The shoes are slated for a June release.
“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,” said Christina Mirabelli, global marketing director of Puma Sportstyle.
The Puma H‑Street event is part of the Future Archives activation, a series that honors the brand’s low‑profile silhouettes. The four-day activation features various partner-dedicated spaces, centered around styling, music and design, as Puma shares the stage with a range of local collaborators.
The event took place at Layer 41, where a futuristic, gallery-inspired setup with reinterpreted track-and-field elements housed the launch, paying homage to the running heritage of the new silhouette. The Puma H‑Street event in Seoul is open to the public through Sunday.
Puma announced its partnership with Rosé, who is a member of Blackpink, in June 2024. “I am so excited to join the Puma family. I cannot wait for my fans to join my next chapter with Puma,” the singer said at the time.
She joined other Puma partners including Rihanna, A$AP Rocky, Dua Lipa, Skepta, Lamello Ball and more.