The globally acclaimed sportswear brand, PUMA, has recently appointed South Korean pop sensation, IVE, as its brand ambassadors for the Asia-Pacific (APAC) region. This strategic move by PUMA promises to increase brand engagement across 15 countries in Asia and Oceania.
IVE, a prominent figure in the K-pop scene, has captured the hearts of the Millennial and Gen Z demographic. The girl group’s influence aligns seamlessly with PUMA’s plan to bolster brand activities and forge a deeper connection with fans and consumers globally.
PUMA unveiled this high-profile collaboration via Instagram. The announcement featured a video message from the six-member group and read, “We’ve IVE. Welcome IVE to #PUMAFAM as our APAC ambassador! #Puma #IVE #PumaxIVE. Check out our video messages from our new APAC ambassador, IVE, right now.”
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Further expressing its enthusiasm, PUMA posted another image of the IVE members wearing the brand’s signature black and white gear. The post hinted at upcoming campaigns featuring IVE and urged followers to stay tuned.
PUMA expressed its delight in welcoming IVE, a widely admired K-pop girl group in the APAC region, into the PUMA family. With IVE’s appeal, PUMA aims to boost its brand allure and encourages ongoing interest and support in their unique style.
PUMA has a series of campaigns scheduled with IVE, with an exclusive Korean campaign set to launch on July 17th and additional APAC campaigns planned for the following months.
Apart from PUMA, IVE’s popularity has drawn numerous brands from various industries, including American beverage corporation, PepsiCo. Members of the band Rei, Gaeul, and Wonyoung have also secured ambassadorships with luxury fashion houses Ferragamo, Dolce & Gabbana, and Miu Miu, respectively.
This trend of pop culture influencing brand partnerships isn’t new, as the Italian fashion house Prada recently enlisted South Korean boy band ENHYPEN as its brand ambassadors.
The alliance between Prada and ENHYPEN became evident when the band attended Prada’s Fall 2023 menswear show during Milan Fashion Week. Band members Jake and Niki also shared Instagram posts wearing Prada’s clothing line and football boots from the Adidas x Prada collaboration.
This news is based on information provided by Marketing Interactive.
