Igniting the city with a jolt of global energy for the launch of their new H-Street trainer, PUMA has taken over Seoul. Transforming Seoul into an intersection of sport and style, the brand has curated an immersive H-Street experience. Drawing a stellar crowd of PUMA family, friends, and VIP guests, the excitement kicked off with an exclusive VIP opening.

This event in Seoul is a key part of PUMA’s Future Archives activation, a curated series that blends high design with cultural relevance. Honouring their storied past while propelling culture into the future, it’s a celebration of the brand’s timeless low-profile silhouettes. Featuring dedicated spaces crafted by various partners, all centred around the dynamic interplay of styling, music, and design, the four-day immersive activation was hosted at the innovative Layer 41.

 PUMA proudly shares this stage with a diverse array of collaborators, including Inside Tag and Cold Archive, who are on-site in Seoul presenting an installation of archival gems and engaging community events. PUMA has also forged exciting partnerships with Korean creatives, from art galleries and individual artists to influential musicians and local publications like Eyesmag. The venue itself, with its futuristic, gallery-inspired setup that playfully reinterprets track-and-field aesthetics, provides the perfect stage for the H-Street’s debut, nodding to the silhouette’s rich running heritage.

And the energy is set to spill out, as the PUMA H-Street experience opens its doors to the public from May 16th to 18th.