PUMA Taps BLACKPINK’s Rosé as New Global Brand Ambassador

June 20, 2024

PUMA has just announced an exciting new partnership with Rosé, a member of the globally renowned South Korean girl group BLACKPINK. As a style icon and dominant force in the K-pop world, Rosé is set to bring her unique vision and voice to PUMA's global campaigns and storytelling.

Rewriting the Classics with Rosé

Rosé's role as a PUMA ambassador will focus on amplifying the brand's iconic Sportstyle silhouettes and supporting the "Rewrite the Classics" program. This initiative celebrates PUMA's most timeless franchises, introducing them to a new generation of fashion enthusiasts. With her distinctive perspective and undeniable influence, Rosé is poised to make a significant impact on the brand's classic offerings.

A Perfect Fit for PUMA's Star-Studded Lineup

Joining the ranks of transformative PUMA Sportstyle ambassadors like Rihanna, A$AP Rocky, Dua Lipa, and Skepta, Rosé kicks off her partnership in style. She debuts wearing the PUMA Palermo, effortlessly showcasing her unique take on the iconic low-top sneaker. Throughout the collaboration, the K-pop idol will lend her support to additional classic franchises within PUMA's Sportstyle category.

From Rising Star to Global Icon

Rosé's journey to stardom began at a young age when she discovered her passion for music. With her exceptional talents in singing, songwriting, and playing the piano and guitar, Rosé has become a global phenomenon. Her debut album, 'R,' released in 2021, featured the record-breaking lead single "On the Ground," which garnered the most views on YouTube within 24 hours for a solo K-pop artist. Rosé's accolades include a Hanteo Music Award, a Mnet Asian Music Award, and the distinction of being the first artist to top the Billboard Global 200 as both a soloist and as part of a group.

A Collaboration Set to Inspire

Maria Valdes, Chief Product Officer for PUMA, expressed her excitement about the partnership, stating, "Rosé's remarkable influence on music, fashion, and culture globally are such an inspiration. 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."

As PUMA and Rosé join forces, fans and fashion enthusiasts alike can expect a dynamic collaboration that combines the brand's iconic style with the K-pop star's unique flair. This partnership promises to redefine classics and inspire a new generation of fashion-forward individuals around the world.