Puma casts Rosé in surreal suburb to relaunch H-Street trainer

Puma has launched a global campaign starring singer Rosé to mark the return of its H-Street silhouette.

First made in the 90s as a running shoe for the track, the H-Street is coming back as part of the brand’s Sportstyle range, recast as a low-profile everyday trainer. The campaign mixes that sporting heritage with a surreal, tech-infused version of suburban life.

The centrepiece, ‘Welcome to H-Street’, playfully reworks the idea of the perfect neighbourhood. Rosé moves into an immaculate suburb with boxes marked “Puma Moving Company” and settles into an uncanny world of robotic dogs wandering across lawns and hedges clipped into Puma shapes with outsized shears.

A 15-second hero spot and a six-second edit showing the singer arriving on the street open the campaign. Bright contrasting colours and a deliberately “too-perfect” look give the work a kitsch, slightly surreal feel.

The creative agency was Anomaly, with production by ProdCo, direction by Onda and photography by Sinae Kim.