Global sports brand PUMA marks its first campaign with K-Pop girl group IVE with the release of the Teveris NITRO, PUMA’s 2000s tech-inspired sneaker engineered with ultra-comfy NITRO™ cushioning, as well as exclusive and signed IVE photocards.

Following the announcement in June this year that the renowned K-pop sensation under Starship Entertainment has joined the brand as its APAC brand ambassador, PUMA has unveiled its highly anticipated drop of the sneaker line, featuring IVE as the face of the collection.

Inspired by PUMA’s 2000s running range, the Teveris NITRO draws on performance aesthetics to create everyday footwear with a sporty edge. Incorporated at the midsole, NITRO foam provides top-level cushioning, a responsive stride, and a lighter-than-air feel.

PUMA’s latest campaign features IVE in a Y2K-themed concept shoot. The members of the girl group step into the spotlight against an iridescent backdrop that showcases a dreamy, pastel aesthetic, perfectly complementing the campaign’s theme. Together with the 2000s-inspired sneakers, PUMA is taking its audience on a stylish leap into the past while embracing the future of fashion, capturing the very essence of the campaign.

SEA & Taiwan Exclusive Gift with Purchase

To make this release much more special, PUMA is also offering exclusive collector’s items to IVE fans from Southeast Asia and Taiwan. With every purchase of PUMA items worn by IVE, consumers will receive a set of 6 PUMA x IVE autographed photocards*. Each photocard set features individual selfies and signatures from all 6 members which consumers can get for a limited time only.

A Campaign Close to Heart: PUMA x IVE Collection Collaborates with Local Content Creators

PUMA is set to feature top-tier local content creators to further drive the PUMA x IVE campaign in respective countries across SEA.

Staying true to the campaign’s Y2K theme, PUMA is producing concept shoots and videos with homegrown fashion, beauty, and lifestyle influencers such as Christine Samson, Jessica Yang, and Rei Germar, enveloped in dreamy pastel concepts that accentuate the Teveris NITRO collection, as well as extend the campaign’s narrative across all markets. Keep your eyes peeled as we reveal the final product of the concept shoot in October! By tapping into nostalgia and youthfulness, the brand hopes to transport the audience back to their youth while celebrating the Y2K trend with a touch of authenticity.

The new Teveris NITRO will be released on September 21 at PUMA 2F Glorietta 3, L2 Main Wing Shangri-La Plaza, GF Eastwood Mall, GF Venice Grand Canal Mall, McKinley Hill, L1 Ayala Center Cebu, and authorized retailers PUMA SM North Edsa, Gateway, and Foot Locker (Glorietta, Festival, Cebu, Ayala Malls Manila Bay, Gateway, Trinoma). It will also be available on PUMA.com.

Global sports brand PUMA has selected K-Pop girl group “IVE”, an icon of the MZ generation under Starship Entertainment, as its ambassador in 15 countries in Asia and Oceania. IVE is expected to star in various brand campaigns and events, which PUMA plans to launch in order to communicate actively with fans and consumers around the world and captivate the global market.

To officially welcome the group to the brand’s growing roster of ambassadors, PUMA has unveiled the first pictorial with IVE, featuring the 6 members styled with PUMA’s iconic T7 track jacket and Suede sneakers.

“IVE is one of the representative K-pop girl groups, loved throughout the APAC region. We are delighted to have IVE as PUMA’s new APAC Ambassador. We will be carrying out Puma’s various campaigns throughout the APAC region with IVE, and we ask for your continuous interest and support in PUMA’s unique style with IVE’s charm added,” said Puma.

IVE’s first full-scale album “I’ve IVE” released in April sold more than 1.1 million copies, propelling the group to become a million seller for two consecutive years. The group sustained their continued popularity after their title song “I AM” topped Korea’s major music sites and “Kitsch” made it to the top 5 on the weekly chart of Melon and Genie.

The group has also been gaining success overseas. Their double title songs catapulted them to the Billboard Global 200 and Billboard Global Excl. US charts. “I AM” charted for 8 consecutive weeks and ranked 38th while “Kitsch” ranked 168th on Billboard Global 200. The group also recently released their first Japanese album “WAVE” and has since started their full-fledged global activities. IVE is looking to sustain the success of their first fan concert tour “The Prom Queens” in Singapore on June 30th and Thailand on July 8th, following their successful run in Korea, Japan, the Philippines, and Taiwan.

Moreover, starting with the release of the Korea Exclusive Campaign on July 17th, IVE will continue to support the APAC region in the coming months, and is expected to capture the hearts of consumers in Asia and Oceania.