- ROSÉ fronts the second chapter of PUMA's H-Street campaign, with the new Ivory colorway dropping May 7, 2026, via PUMA.com and select retailers.
- The H-Street silhouette traces back to PUMA's late '90s Harambee racing model, reimagined as a low-profile lifestyle sneaker with metallic accents on the Ivory colorway.
- This is ROSÉ's second H-Street campaign appearance, building on her ongoing global ambassador role with PUMA since June 2024.
- Beyond PUMA, ROSÉ recently signed with Levi's as a global ambassador, debuting in the brand's Super Bowl campaign in February 2026.
PUMA has tapped BLACKPINK‘s ROSÉ for the second installment of its H-Street campaign, this time centered on the sneaker’s new Ivory colorway with metallic accents.
The campaign places ROSÉ in a residential neighborhood setting, pairing the shoe’s track-inspired design with light blue socks and a sporty look that keeps the shoe’s athletic roots front and center. The H-Street Ivory drops May 7, 2026.
The H-Street’s design history runs deep, its origins connect to PUMA’s late ’90s Harambee racing silhouette, a lightweight spike named after the Swahili expression for “pull together.”
PUMA first transitioned it into a lifestyle model in 2003, keeping the streamlined form, T-shaped toe box, and breathable mesh upper intact.
ROSÉ’s history with the brand goes back to June 2024, when she was named a global ambassador. She then headlined PUMA’s Speedcat campaign alongside Dua Lipa, dropped a “Rosie” capsule collection in August 2025, and fronted the first wave of the H-Street campaign in March 2026.
Beyond PUMA, she was named a Levi’s global brand ambassador in February 2026, adding to active partnerships with Saint Laurent and Tiffany & Co.
On the music front, ROSÉ continues to ride the wave of her breakout solo year. Her collaboration with Bruno Mars, “APT.,” became the best-selling global single of 2025, earned three Grammy nominations, including Record of the Year and Song of the Year.
The “APT.” song made her the first K-pop artist to win at the Brit Awards, taking home International Song of the Year in February 2026. She also made history as the first K-pop artist to perform solo at the Grammy Awards.
PUMA’s lifestyle ambassador roster has also included A$AP Rocky, whose collaboration with the brand debuted at New York Fashion Week in September 2024, and Neymar Jr., who has been a flagship PUMA partner since 2020.
Takeaways
ROSÉ and PUMA aren’t just renewing a campaign, they’re deepening one of the most strategically layered partnerships in celebrity brand culture right now.
What started with the Speedcat line has evolved into co-designed capsules, multi-chapter campaigns, and now a heritage sneaker revival. That’s not a typical brand ambassador playbook, it’s closer to what you’d expect from a long-term creative collaboration.
For PUMA, attaching ROSÉ to the H-Street is a calculated move: it takes an archival running shoe with niche appeal and gives it mass, global relevance overnight.
For ROSÉ, who is simultaneously holding her own in luxury fashion (Saint Laurent, Tiffany & Co.) and now denim (Levi’s), the PUMA partnership keeps her firmly planted in street and sports culture, a lane that most luxury-facing pop stars don’t successfully occupy.
The Ivory colorway also signals something worth noting. The original H-Street campaign in March leaned into bold, neon-soaked energy. This follow-up is softer, more wearable, and arguably more Rosé.
That kind of product evolution within a single campaign cycle suggests PUMA and ROSÉ’s team are in genuine creative dialogue, not just showing up for photoshoots.
Could the success of the “Rosie” capsule lead to a full ROSÉ x PUMA signature shoe down the line? As K-pop artists increasingly anchor global sneaker campaigns, how is this reshaping the traditional athlete-brand ambassador model that brands like PUMA built their identities on?
