BLACKPINK’s Rosé has added another prestigious brand to her growing list of endorsements. Already an ambassador for Saint Laurent and Rimowa, Rosé has now partnered with sportswear giant Puma. The announcement was made on June 17, 2023, through a collaborative video post on Instagram. In the video, Rosé is seen at an airport, handing over her “global” passport, which gets stamped with a “Welcome to Puma” sign. The video concludes with Rosé’s voice saying, “A journey starts now.”
In the announcement video, Rosé is dressed in baggy jeans and a Puma track jacket, complemented by Palermo sneakers and a small shoulder bag. The same outfit is featured in the promotional pictures released after the announcement. This partnership marks Rosé’s return to the sportswear scene, as she and her BLACKPINK bandmates previously served as ambassadors for Adidas.
Puma has been in the news recently for its involvement in the Boycott Divestment and Sanctions (BDS) movement due to its sponsorship of the Israel Football Association (IFA). The brand announced in late 2023 that it would not renew the sponsorship contracts, which are set to expire in 2024.
Rosé’s addition to Puma’s ambassador roster is a significant move for the brand. Puma stated that Rosé would bring her vision, voice, and unique insights to their global campaigns and storytelling. Her role will focus on amplifying Puma’s iconic silhouettes and supporting the “Rewrite the Classics” program, which aims to bring Puma’s timeless franchises into a new generation.
Maria Valdes, Puma’s chief product officer, expressed her excitement about the partnership. “Rosé’s remarkable influence on music, fashion, and culture globally is 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,” Valdes said. She added that Rosé’s unique perspective would be instrumental in amplifying Puma’s “Rewrite the Classics” program, highlighting franchises like Palermo and Speedcat.
Rosé joins a star-studded lineup of Puma ambassadors, including Rihanna, A$AP Rocky, Dua Lipa, and Skepta. Initially, Rosé will wear Puma’s Palermo style, and over time, she will support additional classic franchises in the brand’s Sportstyle category.
“I am so excited to join the Puma family,” Rosé said in a statement. “I cannot wait for my fans to join my next chapter with Puma.”
The announcement of Rosé’s partnership with Puma came less than a week after Adidas revealed that Jennie Kim, another BLACKPINK member, would be the face of the campaign for the Clot x Adidas Gazelle sneaker collaboration.
Rosé has strong ties to the fashion world. She was recently spotted wearing Christian Louboutin So Kate pumps at the April launch of Tiffany & Co.’s “Tiffany Wonder” exhibition in Tokyo. Rosé is also a Tiffany & Co. brand ambassador.
Puma’s decision to partner with Rosé is a strategic move to leverage her global influence in music, fashion, and culture. The brand aims to redefine its classic space and bring its iconic franchises into a new generation with Rosé’s unique insights and vision. This partnership is expected to bring significant accomplishments for both Rosé and Puma, as they embark on this exciting journey together.
