Rosé Brings Her Vision to PUMA’s Iconic Styles in New Ambassador Role
PUMA announced a groundbreaking partnership with Rosé, a member of the globally renowned South Korean girl group BLACKPINK. Known for its immense popularity and record-breaking achievements, BLACKPINK has cemented its status as one of the best-selling girl groups of all time.
Rosé, who has carved out a formidable presence in the K-pop industry and beyond, is celebrated for her musical talent, distinctive style, and fashion-forward sensibilities. This partnership will see Rosé infuse her unique vision and voice into PUMA’s global campaigns and storytelling initiatives. In her ambassador role, Rosé will champion PUMA’s “Rewrite the Classics” program, which aims to revitalize the brand’s iconic franchises for a new generation.
“I am so excited to join the PUMA family. I cannot wait for my fans to join my next chapter with PUMA,” said Rosé, expressing her enthusiasm for the collaboration.
Rosé joins a prestigious roster of PUMA Sportstyle ambassadors, including influential figures like Rihanna, A$AP Rocky, Dua Lipa, and Skepta. She will debut her partnership by wearing the PUMA Palermo, showcasing the classic low-top sneaker in her signature style. Throughout the partnership, Rosé will support additional timeless franchises within PUMA’s Sportstyle category.
Maria Valdes, Chief Product Officer for PUMA, shared her excitement about the new partnership: “Rosé’s remarkable influence on music, fashion, and culture globally is 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. Her unique perspective will be instrumental in amplifying PUMA’s ‘Rewrite the Classics’ program, highlighting franchises like Palermo and Speedcat, among others. We are delighted to welcome her to our PUMA family and eagerly anticipate the accomplishments we will achieve together.”
Rosé’s journey into the world of music began at a young age. She developed a passion for music early on, learning to play the piano and later the guitar, which ignited her love for singing and songwriting. Her debut solo album, ‘R’, released in 2021, featured the lead single “On the Ground,” which set a new record for the most-viewed music video on YouTube within the first 24 hours by a solo K-pop artist. Rosé has also garnered significant accolades, including a Hanteo Music Award and a Mnet Asian Music Award. Notably, she is the first artist to top the Billboard Global 200 both as a soloist and as a member of a group.
With her dynamic influence and creative vision, Rosé’s partnership with PUMA is set to bring a fresh and inspiring perspective to the brand, further cementing her status as a global icon in music, fashion, and culture.