PUMA kicked off their immersive H-Street brand experience in Seoul, celebrating the upcoming launch of the new PUMA H-Street sneaker, with an exclusive VIP opening.

PUMA family and friends came together, with global ambassador and K-pop sensation Rosé in attendance, joined by local talents Yeji, Yuri Jo, Juyeon, Jungwon Cha, and Junyoung Lee. Music was curated by Ring Seoul, a community-driven space rooted in Seoul’s post-pandemic club culture and known for its immersive sound experiences.

The PUMA H-Street event in Seoul is part of the Future Archives activation, a high design, culture driven series that honours the brand’s low-profile silhouettes by archiving heritage while propelling culture forward. This four-day immersive activation features various partner-dedicated spaces, centred around styling, music, and design, as PUMA shares the stage with a range of collaborators. Inside Tag and Cold Archive are on hand in Seoul, curating an installation of archival products and community activations.

PUMA has also tapped Korean partners – including art galleries, artists, musicians, and local magazines like Eyesmag. The event takes place at Layer 41, where a futuristic, gallery-inspired setup with reinterpreted track-and-field elements houses the special launch, paying homage to the running heritage of the new silhouette.

“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,” says Christina Mirabelli, Global Marketing Director PUMA Sportstyle.