PUMA and Rosé transformed Shanghai into a vision of creative style and athletic spirit as fans explored the new collaborative collection in an interactive and multi-sensory experience.
A Milestone Fashion Moment in Shanghai
On August 28, 2025, PUMA and Rosé launched their first co-designed collection with a one-of-a-kind event in Shanghai. The activation marked a major creative leap for both partners, combining sport and global pop culture in a dedicated space where guests were invited to explore, interact, and step into Rosé’s world. The event included a surprise appearance from the global music and fashion icon herself.
Immersive Experiences Connect Artist and Audience
Fans entering the venue were treated to a curated runway-style photo moment that set a celebratory tone. The main exhibition zone blended bold displays of the collection with interactive elements: attendees posed in a custom photobooth, listened to voice memos from Rosé, and explored key styles through dramatic 3D holographic presentations.
A highlight was the letter wall, where guests could write and pin heartfelt notes as if speaking directly to Rosé. Shoppers also had the chance to curate and style their individualized PUMA x Rosé looks live on-site, making the event deeply personal for every attendee.
Statement Designs With Personal Touches
The debut collection is described as “a creative embrace of Rosé’s personal taste and aesthetics,” featuring monochromatic palettes, oversized streetwear basics, technical sports jackets, and tailored, feminine elements. The signature “ROSIE” graphic and ballet-inspired Speedcat sneakers add a further layer of unique style. The Speedcat Ballet features pointe-style laces, while the Speedcat OG Premium includes statement lacing along the shoe’s upper.
Rosé said ” Working with the PUMA team to bring the PUMA x Rosé collection to life has been a fulfilling journey, and celebrating its launch feels very special. It’s an incredible experience to see the campaign come to reality and to see how people creatively style the pieces in their own way. This experience will be unforgettable.”
In her own campaign interview, Rosé elaborated: “This PUMA x ROSÉ collection is really special to me because it reflects so much of who I am, both on and off stage. I wanted every piece to feel like a quiet rebellion, something that empowers you to show up as your most honest, fearless self. We all have our own rhythm, our own signature, and when we embrace that fully, that’s when we feel the most real.”
From Ambassador to Creative Partner
Rosé’s work with PUMA began as a global ambassador in 2024. This first collection as a designer marks a new milestone in her fashion journey, with handpicked details and a focus on encouraging others to express their identities boldly.
How to Shop the Collection
The PUMA x Rosé collection is available now at PUMA.com, flagship stores globally, and select stockists. The campaign is already making waves among style leaders and Rosé’s millions of fans.
Why It Matters
This launch not only brings new energy to PUMA’s sport-style heritage but also positions Rosé as a creative leader, bridging K-Pop, fashion, and personal empowerment on a global stage.
For behind-the-scenes and more exclusive details, see PUMA’s newsroom and Harper’s Bazaar’s interview.
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