Footwear brand PUMA has named South Korean pop girl band IVE as its new brand ambassadors for the APAC region, according to a statement by the brand.
The South Korean pop girl group will be PUMA’s Asia-Pacific ambassador in 15 countries across Asia and Oceania, it said.
Together with IVE, who has emerged as a leading figure in the K-POP world and an icon of the MZ generation, PUMA plans to launch various brand activities, such as campaigns and events, to communicate actively with fans and consumers around the world and captivate the global market.
PUMA announced the collaboration on Instagram over the weekend with a video message from the six members and the caption, “We’ve IVE. [We] welcome [IVE] to #PUMAFAM as [our] APAC ambassador! #Puma #IVE #PumaxIVE. Puma’s new APAC ambassador, [IVE]! Check out our video messages from members right now.”
PUMA expressed its excitement for the new partnership with IVE with another post of all six members donning PUMA’s signature black apparel with its white brand logo, and the caption, “Now that we’ve IVE. Stay tuned to see our APAC ambassador [IVE] in our upcoming campaigns.”
“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.
The footwear brand will release a Korea exclusive campaign with the group on 17 July with more campaigns set to roll out in the APAC region in the coming months.
The South Korean pop girl group has been a popular choice as a brand ambassador for brands across diverse industries. Recently, American multinational beverage corporation PepsiCo collaborated with IVE for its famous Pepsi drink.
Individually, members Rei, Gaeul and Wonyoung have also been named as brand ambassadors for luxury fashion houses Ferragamo, Dolce & Gabbana and Miu Miu respectively.
The news comes just as Italian luxury fashion house Prada names South Korean pop boy band ENHYPEN as its newest brand ambassador.
The collaboration was first hinted at when the seven-member boy band attended Prada’s Fall 2023 menswear show during Milan Fashion Week this January.
The group then took to Instagram with band member Sunghoon uploading a post of himself donning the brand’s clothing line with the caption, “Prada Boy” on the group's official Instagram page. Members Jake and Niki of ENHYPEN also uploaded photos featuring football boots from the Adidas x Prada collaboration, with the caption including hashtags “#adidasforPrada, #Prada”.
Get the daily lowdown on Asia's top marketing stories.
We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.subscribe now open in new window