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.
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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. PUMA Singapore Ambassador and Mediacorp personality, Sonia Chew, and Singaporean actress-singer, Tasha Low, were also present to grace the occasion. 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.
First introduced as a lifestyle model in 2003, and reworked for 2025, the H-Street draws inspiration from a late-90s running spike, the archival Harambee. An innovative racer built for speed, the Harambee took its name from the Swahili word meaning “pull together”. After bringing attention to the low-profile sneaker space, PUMA now continues to accelerate the trend and solidify itself as a consistent leader.
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The PUMA H-Street event in Seoul is part of the Future Archives activation, a high design, culture driven series that honors the brand’s low profile silhouettes by archiving heritage while propelling culture forward. This four-day immersive activation features various partner-dedicated spaces, centered 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.
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