Puma has added Rosé of K-pop supergroup to its star-studded ambassador roster.
The German sportswear giant announced its new partnership on Monday. With the deal, the brand stated Rosé “will bring her vision, voice and unique insights to Puma’s global campaigns and storytelling.”
More specifically, the brand stated Rosé’s role as an ambassador “be dedicated to amplifying Puma’s catalog of iconic silhouettes and supporting the ‘Rewrite the Classics’ program,” which it explained “celebrates Puma’s most timeless franchises, bringing them into a new generation.”
“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,” Puma chief product officer Maria Valdes said in a statement. “Her unique perspective will be instrumental in amplifying Puma’s ‘Rewrite the Classics’ program highlighting franchises like Palermo, Speedcat, amongst others. We are delighted to welcome her to our Puma family, and we eagerly anticipate the accomplishments we will achieve together.”
Rosé is joining a stacked ambassador roster of top-tier music talent, one that includes Rihanna, A$AP Rocky, Dua Lipa and Skepta. For this partnership, Puma said Rosé will initially wear its Palermo style, and over time she will support additional classic franchises in the brand’s Sportstyle category.
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“I am so excited to join the Puma family,” Rosé said in a statement. “I cannot wait for my fans to join my next chapter with Puma.”
Puma announced its partnership with Rosé less than a week after Adidas revealed Jennie Kim of Blackpink would be the face of the campaign for the Clot x Adidas Gazelle sneaker collaboration.
Rosé has strong ties to the world of fashion, and recently was spotted in Christian Louboutin So Kate pumps at the April launch of Tiffany & Co.’s “Tiffany Wonder” exhibition in Tokyo. Rosé is a Tiffany & Co. brand ambassador.
About the Author
Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.
