- Rosé and PUMA release the Speedcat Etoile on July 30, 2026, a $110 ballet-inspired update to PUMA's low-profile Speedcat sneaker.
- Available in three colorways (pastel pink, neutral beige, and classic black) featuring satin finishes, suede overlays, and ribbon laces designed to tie into bows.
- This is Rosé's third Speedcat-related PUMA campaign in 2026 alone, following her H-Street relaunch in the spring and the Speedcat Mule in June.
- Campaign visuals place Rosé among childhood keepsakes, framing the shoe around themes of nostalgia and growth.
PUMA and Rosé are back at it. On July 30, 2026, the pair release the Speedcat Etoile, a satin-and-suede reimagining of PUMA’s low-profile Speedcat that trades motorsport grit for ballet-core polish.
The $110 sneaker arrives in three colorways (pastel pink, neutral beige, and classic black) with ribbon-style laces built to tie into bows, tonal branding, and subtle sheen finishes across the upper.
The launch comes with a new campaign that places the BLACKPINK member among childhood keepsakes and personal mementos, framing the shoe as a marker of growth and self-expression rather than just another sneaker drop.
This is far from Rosé’s first lap with the Speedcat. She’s fronted the silhouette repeatedly since becoming a PUMA global brand ambassador in 2024, including June’s Speedcat Mule campaign and the H-Street sneaker relaunch earlier this year.
Her original Speedcat Ballet capsule, released in August 2025, sold out almost immediately, a track record that likely explains why PUMA keeps returning to the ballet-inspired well.
PUMA has leaned on star power across its “Rewrite the Classics” push well beyond Rosé. A$AP Rocky, who recently unveiled a Suede ’94 archive reissue as the brand’s creative director, has also sent distressed, collaborative Speedcat versions down the runway.
Rihanna and Dua Lipa round out PUMA’s Sportstyle ambassador roster, both tied to the same Speedcat family Rosé now headlines.
Off the sneaker beat, Rosé remains busy: she became the first K-pop soloist to perform at the Grammys in February, and BLACKPINK, which launched an MLB and New Era cap collection, continues rolling out music and merchandise as a group.
She is a global ambassador for Saint Laurent (the house’s first in 59 years) and Tiffany & Co., and fronts YSL Beauty’s Cushion Glow-Pact campaign.
The Speedcat Etoile drops globally July 30 via PUMA.com, PUMA flagship stores, and select retailers.
Takeaways
PUMA clearly isn’t treating Rosé as a one-off face for a single shoe; three Speedcat campaigns in a single year signal a deliberate strategy to keep her, and the ballet-sneaker trend she’s tied to, in constant rotation.
The deal also shows how K-pop’s global fanbase has become a genuine sales lever for legacy sportswear brands, not just a marketing add-on.
Is PUMA at risk of oversaturating the Speedcat with too many Rosé-fronted drops in one year? Does the ballet-sneaker aesthetic have staying power, or is it a passing trend PUMA is riding while it lasts? Could this campaign’s nostalgia theme signal a broader shift in how PUMA markets to Gen Z?
