We knew that the PUMA Palermo would be one of the shoes to watch in 2024, and now that Rosé from BLACKPINK is wearing them in the new campaign, the sneaker has also conquered K-pop. The campaign, set in Seoul, features Rosé wearing two colorways, specifically: the Cobalt and the Black. Also standing out is the gum sole, which we see paired with a total PUMA look inspired by terrace culture.

This partnership with Rosé aims to celebrate – just like it did with Rewrite the Classics – PUMA’s iconic silhouettes by bringing them to the new generation of music through new storytelling, in this case carried forward by one of the most followed idols in K-pop. Now we wait to see the innovations this partnership will bring throughout the year.