PUMA has selected K-Pop girl group IVE, an icon of the MZ generation under Starship Entertainment, as its ambassador in 15 countries in Asia and Oceania. IVE is expected to star in various brand campaigns and events, which PUMA plans to launch in order to communicate actively with fans and consumers around the world and captivate the global market.


To officially welcome the group to the brand’s growing roster of ambassadors, PUMA has unveiled the first pictorial with IVE, featuring the 6 members styled with PUMA’s iconic T7 track jacket and Suede sneakers.

“IVE is one of the representative K-pop girl groups, loved throughout the APAC region. We are delighted to have IVE as PUMA’s new APAC Ambassador. We will be carrying out Puma’s various campaigns throughout the APAC region with IVE, and we ask for your continuous interest and support in PUMA’s unique style with IVE’s charm added,” said Puma.

IVE’s first full-scale album “I’ve IVE” released in April sold more than 1.1 million copies, propelling the group to become a million seller for two consecutive years. The group sustained their continued popularity after their title song “I AM” topped Korea’s major music sites and “Kitsch” made it to the top 5 on the weekly chart of Melon and Genie.

The group has also been gaining success overseas. Their double title songs catapulted them to the Billboard Global 200 and Billboard Global Excl. US charts. “I AM” charted for 8 consecutive weeks and ranked 38th while “Kitsch” ranked 168th on Billboard Global 200. The group also recently released their first Japanese album “WAVE” and has since started their full-fledged global activities. IVE is looking to sustain the success of their first fan concert tour “The Prom Queens” in Singapore on June 30th and Thailand on July 8th, following their successful run in Korea, Japan, the Philippines, and Taiwan.

Moreover, starting with the release of the Korea Exclusive Campaign on July 17th, IVE will continue to support the APAC region in the coming months, and is expected to capture the hearts of consumers in Asia and Oceania.

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