The four day activation tapped the city’s creative class for a fully immersive installation.
Nowhere is hotter right now than Seoul. The birthplace of K-beauty and K-pop has become a driving cultural force, setting trends and creating screaming fandoms alike. It’s fitting then that Puma chose the vibrant city to stage a splashy launch of their latest shoe: the H-Street. “We love Seoul. It’s a hub for global fashion innovation and we look to it to see what’s next,” says Gregor Abenstein, Head of Puma Select. As a part of their Future Archives activation, which brings back signature styles like the Speedcat and Mostro, albeit with modern day tweaks, it was time for the H-Street to get its turn in the sun.
The four-day affair, staged in trendy Seongsu, was everything you’d expect: strong iced Americanos, Instagram-friendly corners, and most importantly: idols galore clad in the latest iteration of the Puma H-Street sneaker. With the likes of Squid Game’s actress Yuri Jo, When Life Gives You Tangerines’ actor Junyoung Lee, actress and influencer Jungwon Cha as well as ITZY’s Yeji and The Boyz’s Juyeon in attendance during the first VIP-only day, an inevitable huge crowd of fans formed outside. With each roaring cheer, you knew someone important was making their way into the activation. Of course, it’d be remiss not to mention Puma ambassador and face of the H-Street campaign, Blackpink’s Rosé. Indisputably the star of the evening, the singer made a quiet entrance and gave a shy wave and bow to the journalists waiting inside the space.
From left: Rosé, Yeji, Yuri Jo, Junyoung Lee, Jungwon Cha, and Juyeon
Speaking of the space, held at Layer 41 the futuristic two floor gallery-like layout was bathed in flashing lights as track-and-field elements dotted the room. At its center, a curated selection of archival Puma styles by Inside Tag. a British-based sneaker retailer founded by George Roy Roberts. From the Tornado, first created in 1980, to the Talon to deep cuts like the Yokaichi, Roberts amassed 20 pairs that showcased the brand’s history in track-and-field inspired designs. The star of the show? A track spike style called the Harambee. First debuting in the 90s, it served as the model for the first H-Street released in 2003.
As for the 2025 version, releasing June 28th, expect the same low-profile silhouette, albeit with some decidedly GenZ-friendly upgrades in the form of a brat-green colorway and splashy silver accents. For those who prefer a more neutral palette, it also comes in black and white with future drops to include a vibrant red and icy blue. On that first night, though, green was the color of the evening. “As for my outfit today — I styled these neon sneakers with a trendy top for a youthful look,” Jo tells 10 Magazine USA.
Jo, along with other VIPs, took full advantage of the activations, making their rounds across the floors to explore the offerings. Cafe Onion, an extremely popular bakery and coffee spot, held court with custom non-alcoholic beverages while a curation of artists including Todam created artwork inspired by the shoes. Up on the second level, Cold Archive, another UK-based collaborator, printed custom t-shirts while those seeking a K-pop worthy makeover could sign up for haircuts and nail art (naturally the idols came in perfect glam and did not require this service). Eyesmag, a local magazine, commandeered a corner for editorial-style Polaroids. But the most popular spot? A 25 square foot room covered in graffiti courtesy of Mokyo. Its allure proved to be irresistible as Rosé posted not just photos against its vivid walls but also a lip sync video to her current single Messy. Sounds like the megastar is equally as held captive by the H-Street as we’ll be this summer. Pre-order your version here.
