In a groundbreaking move that marries the worlds of music, fashion, and athletic wear, PUMA has officially announced their latest partnership with Rosé, the powerhouse vocalist of the iconic K-pop group BLACKPINK.

Rosé has established herself as a dominant and inspiring force in the K-pop world, as well as a style icon in her own right. Through the partnership, Rosé will bring her vision, voice, and unique insights to PUMA’s global campaigns and storytelling. As the new face of the brand, Rosé will spearhead the “Rewrite the Classics” initiative, breathing new life into PUMA’s most celebrated designs and ensuring they resonate with a contemporary audience.

Rosé says, “I am so excited to join the PUMA family. I cannot wait for my fans to join my next chapter with PUMA.”

Joining PUMA Sportstyle ambassadors who have had a transformative impact including Rihanna, A$AP Rocky, Dua Lipa, and Skepta, Rosé kicks off her partnership wearing the PUMA Palermo, styling the iconic low-top in her own way. As part of this elite roster, Rosé’s role promises to be multifaceted, leveraging her musical prowess and fashion-forward mindset to redefine PUMA’s classic offerings.

Maria Valdes, Chief Product Officer for PUMA, expressed her excitement about the partnership: “Rosé’s remarkable influence on music, fashion, and culture globally are such an inspiration. We are thrilled to embark on this journey with her, where she will play a diverse role, leveraging her knowledge and vision to help us redefine our classic space. Her unique perspective will be instrumental in amplifying PUMA’s "Rewrite the Classics" program highlighting franchises like Palermo, and Speedcat, amongst others. We are delighted to welcome her to our PUMA family, and we eagerly anticipate the accomplishments we will achieve together” .

Rosé’s journey to stardom is nothing short of inspiring. Born in New Zealand and raised in Australia, she discovered her passion for music early on. Mastering the piano and guitar, she honed her singing and songwriting skills, eventually rising to global fame with BLACKPINK. Rosé’s debut album ‘R’ was released in 2021 with a lead single "On the Ground,” which broke the record for the most-viewed music video in the first 24 hours on YouTube by a solo K-pop artist. Rosé is also the winner of a Hanteo Music Award, and a Mnet Asian Music Award, and boasts the honor of being the first artist to top the Billboard Global 200 as a soloist and as part of a group. 

With Rosé’s influence, PUMA is poised to embark on a transformative era, blending its rich heritage with the dynamic energy of one of today’s most influential artists. Fans worldwide eagerly await the innovative campaigns and stylish collections that this powerful collaboration is sure to produce.