PUMA's H-Street Takeover Electrifies Seoul with Rosé Front and Center
Seoul just got a jolt of pure street-style adrenaline—and PUMA was behind the wheel. The brand’s latest global activation, a multi-day homage to its heritage-meets-future sneaker, the H-Street, landed in the Korean capital and turned Layer 41 into the cultural epicenter of the city.
The launch kicked off with a VIP-only opening on May 16, pulling in a crowd that included PUMA’s global ambassador Rosé—yes, that Rosé. The K-pop icon made a show-stopping appearance alongside a powerhouse lineup of local creatives, including Yeji, Yuri Jo, Juyeon, Jungwon Cha, and Junyoung Lee. Soundtracking the night was Ring Seoul, the post-pandemic club collective known for turning venues into full-body sound experiences.
The Seoul event was part of PUMA’s Future Archives initiative—a design-forward, culture-steeped campaign that reframes the brand’s archival silhouettes for today’s streets. Think nostalgia, retooled and recharged. With the H-Street—a sneaker rooted in running DNA and reimagined for the fashion-forward crowd—PUMA delivered more than a product drop. It staged a movement.
The space itself? A gallery-meets-street-meets-track fantasy, with futuristic design codes laid over athletic heritage. Inside Tag and Cold Archive anchored the visuals with archival installations and community activations, while local players—think artists, musicians, magazines like Eyesmag, and cultural tastemakers—brought Seoul’s creative pulse into the mix.
“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,” said Christina Mirabelli, Global Marketing Director of PUMA Sportstyle.
For three days, May 16–18, Seoul’s style set, sneakerheads, and culture connoisseurs rolled through the installation. They weren’t just there to see a shoe—they came to witness a story unfold. PUMA didn’t just launch a sneaker. It sparked a scene.
