Last night, PUMA kicked off their immersive H-Street brand experience in Seoul to launch their new H-Street sneakers, and it was so much fun. The place was packed, the music was great, and everyone looked cool as hell. Seoul’s fashion crowd never disappoints.
I got there and immediately grabbed one of the free teas they had. So good I went back for seconds (okay, maybe thirds). There were stations where you could customize your own PUMA t-shirt or get your nails done, so of course I did both. Meanwhile, people were personalizing their new H-Street sneakers, drawing on them or adding patches to make them unique.
K-pop star Rosé showed up looking effortlessly cool, because of course she did. She’s PUMA’s global ambassador, and she totally fit the vibe. Yeji, Yuri Jo, Juyeon, Jungwon Cha, and Junyoung Lee were there too, just hanging out and checking out the sneakers. The music, curated by Ring Seoul (a hub for the city’s post-pandemic club culture), set the tone for the night.
The whole thing felt less like a corporate event and more like a big hangout with friends who really love clothes and sneakers. “The opening night was a massive success,” said Christina Mirabelli, PUMA Sportstyle’s Global Marketing Director. “Seeing the PUMA community come together, personalize their sneakers, and engage with the space made it feel truly special.”
The event is part of PUMA’s Future Archives series, which mixes heritage and innovation by spotlighting the brand’s classic low-profile sneakers while pushing culture forward. Over four days, the activation includes styling zones, music experiences, and design showcases, with partners like Inside Tag and Cold Archive presenting archival products and community-driven installations. The event’s open until May 18, so if you’re in Seoul, you should definitely swing by. And if you see someone drinking way too much free tea… yeah, that might be me.
Check out some photos from the opening day below:
