PUMA brings k-pop superstar Rosé back to the block for the second part of its H-Street campaign, placing the archival, performance-inspired sneaker inside a familiar neighborhood setting. The campaign follows the artist into a version of daily life shaped by clipped hedges, residential streets, routine gestures, and a slightly surreal visual tone. Fresh from the box, the H-Street enters Rosé’s setting as an object built for speed, then adapted for the street.
SNEAKERS
Rosé gives the H-Street a softer read without pulling it away from its athletic source. Her styling pairs the Ivory colorway with light blue socks and a sporty look, keeping the low-profile shape visible. The campaign uses her presence to make the sneaker feel personal, wearable, and current, while the design remains tied to PUMA’s track archive.
The H-Street carries a design story rooted in PUMA running history. The silhouette takes inspiration from the brand’s early 2000s running spikes, with lightweight construction and race-ready proportions shaping its identity. Its origins trace back to the late 90s Harambee silhouette, a lightweight racing model named after the Swahili expression for “pull together.” That reference gives the H-Street a direct connection to track culture, speed, and athletic design.
PUMA first introduced the H-Street as a lifestyle model in 2003. The sneaker kept the low-profile shape of its track source while translating racing details into an everyday format. For this release, the silhouette keeps its breathable mesh upper, streamlined form, T-shaped toe box, and sprint-inspired proportions. These details maintain the shoe’s athletic character while giving it an easy connection to contemporary styling.
The new Ivory colorway introduces a softer direction for the H-Street. Metallic accents add a flash of shine to the understated base, creating contrast within the streamlined design. The color treatment gives the sneaker a clean visual identity while keeping attention on the shape, construction, and running references.
The PUMA H-Street Ivory will launch on May 7, 2026, through PUMA.com, PUMA flagship stores, and selected PUMA stockists.
