Celebrity Name: Rosé
Brand Name: PUMA
Deal Type: Brand Ambassador / Global Campaign
Announced: March 2026
Impact: Elevates PUMA’s lifestyle push, ties a heritage runner to Gen Z K‑pop fandom, and further cements Rosé as a go-to face for global fashion brands
- PUMA tapped BLACKPINK’s Rosé as the face of its revived H-Street sneaker, launching a global campaign on March 12, 2026, titled “Welcome to H-Street.”
- The campaign is a surreal suburban fantasy, filled with robot dogs, lemonade-delivering Roombas, and PUMA-shaped hedges.
- The H-Street sneaker drops in three colorways: neon green, neon pink, and black, all rooted in the shoe’s ’90s track-and-field heritage, now reimagined as a lifestyle staple.
- This is Rosé’s second PUMA campaign, following her earlier work with the brand’s Speedcat line, deepening one of the most high-profile ambassador partnerships in sneaker culture.
PUMA unveiled a new global campaign starring singer Rosé, built around the revival of the H-Street silhouette. Originally a ’90s performance track runner, the sneaker returns as part of the brand’s Sportstyle line, repositioned as a low-profile lifestyle staple.
Created in partnership with creative agency Anomaly and directed by ProdCo’s acclaimed director Onda, the campaign blends the shoe’s track heritage with a bold “suburban surrealist” creative vision.
The campaign centres on the concept “Welcome to H-Street,” a reimagining of traditional suburban life: a sun-drenched neighborhood where robot dogs roam the lawns, Roomba-style machines deliver lemonade, and PUMA-shaped hedges are trimmed with oversized clippers.
Rosé previously fronted PUMA’s Speedcat line, and this campaign highlights her effortless style as she navigates the H-Street world.
The campaign’s hero film shows her moving into a pristine neighborhood with “PUMA Moving Company” boxes before settling into a lawn chair surrounded by robotic companions.
The PUMA H-Street 2026 launches in three colorways inspired by the world of running: neon green, neon pink, and black. These versions reinterpret the sporty spirit of the original design through a contemporary lens, suited for both streetwear and everyday wear.
It’s not just sneakers, Rosé is having a blockbuster year. At the Brit Awards on February 28, 2026, Rosé won International Song of the Year for “APT.,” becoming the first K-pop artist in history to win at the ceremony.
Anomaly’s Creative Director Lina Rode summed it up: “We built a surreal version of an actual H-Street neighbourhood inspired by the retro history of the shoe, but with the future-facing vision of PUMA Sportstyle. And with Rosé moving in, it’s a street that we all want to be a part of.”
She’s also recently signed as a brand ambassador for Levi’s, further proof that K-pop acts are reshaping what brand partnerships look like in 2026. It’s a pattern showing up across the genre: KATSEYE made a similar move in February, landing a limited-edition smoothie collab with Erewhon.
Takeaways
PUMA is playing a smart long game here. By pairing a retro silhouette with one of the most culturally dominant artists on the planet right now, the brand isn’t just selling sneakers, it’s selling relevance.
Rosé isn’t a random celebrity face; she’s already worn the H-Street, making the partnership feel organic rather than forced. The “Welcome to H-Street” concept also does something clever: it builds a world around the shoe, not just a photoshoot. That kind of storytelling sticks.
For Rosé, this cements her position as a style icon who can hold her own in both luxury fashion and street culture simultaneously, not an easy balance to strike.
With her Levi’s deal, this PUMA campaign, and her Grammy-level music momentum all happening at once, she’s arguably the most commercially versatile celebrity of early 2026. Brands are clearly watching and paying attention to how Gen Z responds to her authenticity.
Rosé is arguably the most in-demand celebrity ambassador right now. How long before brands start competing for her attention in ways that drive up deal values significantly? Would you rather see Rosé design a full capsule collection or keep focusing on headline campaigns like this?
