Blackpink member Rosé stepped out this week to assist preview Puma’s reimagined H-Road sneaker in Seoul, South Korea.
The VIP opening occasion – which additionally was attended by native abilities like Yeji, Yuri Jo, Juyeon, Jungwon Cha, and Junyoung Lee – is a part of its ongoing Future Archives initiative, which locations the highlight on Puma’s signature low‑profile silhouettes.
From now by means of Could 18, shoppers can go to the immersive activation, which options varied partner-dedicated areas, centered round styling, music, and design.
Collaborators Inside Tag and Chilly Archive are available in Seoul, curating an set up of archival merchandise and neighborhood activations. Puma has additionally tapped Korean companions – together with artwork galleries, artists, musicians, and native magazines. The occasion takes place at Layer 41, the place a gallery-inspired setup with reinterpreted track-and-field parts homes the particular launch, paying homage to the working heritage of the brand new silhouette.
As for the H-Road sneaker, the model is on show in quite a lot of colorways. In keeping with Christina Mirabelli, world advertising and marketing director Puma Sportstyle, the reimagined model up to date the unique mannequin that launched in 2003.
“To the patron’s eye, the brand new H-Road will look similar to the 2003 mannequin,” Mirabelli advised FN in an interview. “However we have now up to date the only real so as to add some new consolation options to raised meet our fashionable prospects’ wants.”
Blackpink member Rosé attend’s Puma’s Seoul occasion.
Courtesy of Puma
The Puma exec famous that the shoe, which launches globally on June 28, will likely be offered in three colorways. “Our hero launch colorway is a neon inexperienced, which performs into the brighter colours which can be trending within the working shoe class,” she mentioned. “There may even be an ivory and a black colorway, with every that includes a silver Formstripe.”
And are available launch time subsequent month, Mirabelli mentioned that every area across the globe will expertise a “takedown model” of the Seoul occasion and expects to host additional Future Archives activations this yr and in 2026.
However for now, Mirabelli is absorbing her win in Seoul. “The opening night time was a large success,” she added. “It was unimaginable to see so many acquainted faces from the Puma neighborhood present up and assist this second. Seeing all of the other ways folks styled the H-Road, watching them customise their pairs, discover the house – it simply felt particular.”
Puma’s H-Road on show in Seoul.
Getty Photos for PUMA
