Blackpink member Rosé stepped out this week to help preview Puma’s reimagined H-Street sneaker in Seoul, South Korea.

The VIP opening event – which also was attended by local talents like Yeji, Yuri Jo, Juyeon, Jungwon Cha, and Junyoung Lee – is part of its ongoing Future Archives initiative, which places the spotlight on Puma’s signature low‑profile silhouettes.

From now through May 18, consumers can visit the immersive activation, which features various partner-dedicated spaces, centered around styling, music, and design.

Collaborators Inside Tag and Cold Archive are on hand in Seoul, curating an installation of archival products and community activations. Puma has also tapped Korean partners – including art galleries, artists, musicians, and local magazines. The event takes place at Layer 41, where a gallery-inspired setup with reinterpreted track-and-field elements houses the special launch, paying homage to the running heritage of the new silhouette.

As for the H-Street sneaker, the style is on display in a variety of colorways. According to Christina Mirabelli, global marketing director Puma Sportstyle, the reimagined style updated the original model that launched in 2003.

“To the consumer’s eye, the new H-Street will look very similar to the 2003 model,” Mirabelli told FN in an interview. “But we have updated the sole to add some new comfort features to better meet our modern customers’ needs.”

The Puma exec noted that the shoe, which launches globally on June 28, will be sold in three colorways. “Our hero launch colorway is a neon green, which plays into the brighter colors that are trending in the running shoe category,” she said. “There will also be an ivory and a black colorway, with each featuring a silver Formstripe.”

And come launch time next month, Mirabelli said that each region around the globe will experience a “takedown version” of the Seoul event and expects to host further Future Archives activations this year and in 2026.

But for now, Mirabelli is soaking up her win in Seoul. “The opening night was a massive success,” she added. “It was incredible to see so many familiar faces from the Puma community show up and support this moment. Seeing all the different ways people styled the H-Street, watching them customize their pairs, explore the space – it just felt special.”