PUMA picks BLACKPINK's Rosé as new global ambassador

PUMA has named Rosé, a member of K-pop girl group BLACKPINK as its new global brand ambassador. She will join the sports brand as its newest PUMA Sportstyle ambassador. Over the course of the partnership, the K-pop idol will also support additional classic franchises in PUMA’s Sportstyle category.

Rosé has established herself as a dominant and inspiring force in the K-pop world, as well as a style icon in her own right.

Through the partnership, Rosé will bring her vision, voice, and unique insights to PUMA’s global campaigns and storytelling.

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The Korean-New Zealand K-pop star’s ambassador role will be dedicated to amplifying PUMA’s catalog of iconic silhouettes and supporting the “Rewrite the Classics” program, which celebrates PUMA’s most timeless franchises, bringing them into a new generation, it said. 

“I am so excited to join the PUMA family. I cannot wait for my fans to join my next chapter with PUMA.” Said the Korean-New Zealand K-pop star.

“Rosé’s remarkable influence on music, fashion, and culture globally are such an inspiration. Her unique perspective will be instrumental in amplifying PUMA’s "Rewrite the Classics" program highlighting franchises like Palermo, and Speedcat, amongst others," added Maria Valdes, chief product officer for PUMA. We are delighted to welcome her to our PUMA family, and we eagerly anticipate the accomplishments we will achieve together."

Previous PUMA Sportstyle ambassadors include big names such as Rihanna, A$AP Rocky, Dua Lipa, and Skepta.

Other efforts by PUMA to connect to young audiences this year include PUMA’s partnership with students from Nanyang Polytechnic in Singapore.

The partnership is meant to offer students opportunities for immersive learning and industry exposure. As part of the partnership, students will have access to industry experts and will have the opportunity to pitch their ideas directly to PUMA. PUMA will also give students the chance to see their concepts come to life from conception to solution.

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