PUMA Brings Global Energy to Seoul with Immersive H-Street Launch Experience

Rosé, PUMA Global Ambassador, Highlights the Evening

PUMA ignited the Seoul fashion and culture scene with the electrifying debut of its H-Street sneaker at an exclusive VIP launch event that brought together the global PUMA family. Held at the innovative Layer 41 venue, the evening was headlined by none other than PUMA’s global ambassador and K-pop icon Rosé, who lit up the room alongside a curated lineup of Korean creatives and trendsetters.

Joining Rosé were local culture shapers such as Yeji, Yuri Jo, Juyeon, Jungwon Cha, and Junyoung Lee, all bringing their unique flair to the celebration. The evening’s soundscape was crafted by Ring Seoul, a collective deeply embedded in the city’s post-pandemic club culture, setting the tone for an experience rooted in music, design, and community.

The H-Street launch forms part of PUMA’s Future Archives initiative—an innovative series that blends heritage with forward-thinking design. Celebrating the brand’s iconic low-profile silhouettes, the four-day Seoul activation champions collaborative storytelling with dedicated spaces for fashion, music, and art. Korean partners such as Inside Tag, Cold Archive, and Eyesmag helped transform Layer 41 into a futuristic gallery-style arena, complete with reimagined track-and-field elements paying tribute to the H-Street’s athletic roots.

“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 for PUMA Sportstyle

With Seoul as the backdrop, PUMA’s H-Street experience is a bold statement of how heritage and modernity can coexist—setting the pace for a global cultural journey that’s only just begun.

no images were found