Renowned sports brand PUMA unveils Teveris NITRO and launches first campaign with K-Pop girl group and APAC brand ambassador IVE
PUMA, the global sports brand, is celebrating its inaugural campaign with K-Pop girl group IVE by launching the Teveris NITRO, a sneaker inspired by PUMA’s 2000s technology, featuring cutting-edge NITRO™ cushioning, along with exclusive and autographed IVE photocards.
In continuation of the announcement made earlier this year in June, which revealed that the renowned K-pop sensation from Starship Entertainment had become the brand’s ambassador for the Asia-Pacific (APAC) region, PUMA has now introduced the highly anticipated release of this sneaker line, with IVE as the prominent face of the collection.
Drawing inspiration from PUMA’s running range of the 2000s, the Teveris NITRO combines performance aesthetics to create everyday footwear with a sporty flair. The NITRO foam integrated into the midsole ensures superior cushioning, a responsive stride, and a weightless sensation with each step.
PUMA’s latest campaign showcases IVE in a Y2K-themed concept photoshoot. The members of the girl group take center stage against an iridescent backdrop that radiates a dreamy, pastel aesthetic, perfectly harmonizing with the campaign’s theme. Alongside these sneakers inspired by the 2000s, PUMA invites its audience on a stylish journey back in time while embracing the future of fashion, encapsulating the essence of the campaign.
The members of IVE are adorned in carefully selected ensembles from the DARE TO, PUMA Team, and CLASSICS collections, expertly paired with Teveris NITRO sneakers, offered in four distinct color variations exclusively tailored for the Asian market.
The latest collection takes cues from the concept of laid-back luxury infused with a Y2K sensibility. Classic and comfortable apparel undergo a minimalist makeover, featuring elevated elements such as spacious pockets and discreet labels. Alongside a timeless color palette, this collection encourages mixing and matching to craft your unique style that exudes an air of effortless sophistication.
SEA & Taiwan Exclusive Gift with Purchase
In order to enhance the significance of this release, PUMA is introducing exclusive collector’s items for IVE fans in Southeast Asia and Taiwan. For every acquisition of PUMA merchandise worn by IVE, customers will receive a set of 6 PUMA x IVE autographed photocards*. Each set of photocards showcases individual selfies and signatures from all six members, and these can be obtained for a limited time only.
A Campaign Close to Heart: PUMA x IVE Collection Collaborates with Local Content Creators
PUMA is gearing up to collaborate with prominent local content creators to further promote the PUMA x IVE campaign in their respective countries across Southeast Asia.
Adhering to the campaign’s Y2K theme, PUMA is in the process of producing conceptual photoshoots and videos featuring homegrown fashion, beauty, and lifestyle influencers like Christine Samson, Jessica Yang, and Rei Germar. These creatives will be immersed in dreamy pastel aesthetics that accentuate the Teveris NITRO collection while extending the campaign’s narrative across all markets. Stay tuned for the unveiling of the final content from this photoshoot in October! By evoking nostalgia and youthful vibes, PUMA aims to transport its audience back to their youth while celebrating the Y2K trend with an authentic touch.
The new Teveris NITRO collection is set to launch on September 21 at various locations, including PUMA stores at Glorietta 3 (2F), Shangri-La Plaza (L2 Main Wing), Eastwood Mall (GF), Venice Grand Canal Mall McKinley Hill (GF), Ayala Center Cebu (L1), and authorized retailers like PUMA SM North Edsa, Gateway, and Foot Locker (Glorietta, Festival, Cebu, Ayala Malls Manila Bay, Gateway, Trinoma). It will also be available for purchase on PUMA.com.
