Today, PUMA is announcing a new partnership with Rosé, a member of one of the most successful girl groups of all time, the South Korean BLACKPINK Quartet.

Rosé has established herself as a formative and inspiring artist in the K-pop world and is a style icon in her own right. As part of the partnership, Rosé will bring her vision, voice, and unique skills to PUMA's global campaigns and storytelling.

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As ambassador, Korean-New Zealand K-pop star will further develop PUMA's iconic silhouettes and support the “Rewrite the Classics” program, which celebrates PUMA's most timeless collections and brings them to a new generation.

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

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Together with PUMA Sportstyle ambassadors such as Rihanna, A$AP Rocky, Dua Lipa and Skepta, Rosé is launching her partnership with PUMA Palermo and styling the legendary low-top in her very own way. Over the course of the partnership, the K-pop idol will support other classic franchises in PUMA's sports style category.

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“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, Speedcat, amongst others.

We are delighted to welcome her to our PUMA family, and we eagerly anticipate the accomplishments we will achieve together,” said Maria Valdes, Chief Product Officer at PUMA.

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Loved all over the world for her rock star personality, Rosé discovered her interest in music at an early age.

As she learned to play the piano and later the guitar, she developed a deep passion for singing and songwriting. Rosé's debut album “R” was released in 2021 with the lead single “On the Ground,” which broke the record for the most-viewed music video by a K-pop solo artist in the first 24 hours on YouTube.

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Rosé is also the winner of a Hanteo Music Award and an Mnet Asian Music Award and is proud to be the first female artist to top the Billboard Global 200 both as a soloist and as part of a group.

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Photos via Puma