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.
The PUMA family and friends came together from 16 May to 18 May 2025, 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 HStreet 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 at PUMA Sportstyle.
