#CulturePH - K-POP Girl Group IVE and PUMA Collide in a 2000s Time Warp: Teveris NITRO Campaign Unveiled

Global sports brand PUMA marks its first campaign with K-Pop girl group IVE with the release of the Teveris NITRO, PUMA’s 2000s tech-inspired sneaker engineered with ultra-comfy NITRO™ cushioning, as well as exclusive and signed IVE photocards. 

 (Image provided by PUMA SEA)

Following the announcement in June this year that the renowned K-pop sensation under Starship Entertainment has joined the brand as its APAC brand ambassador, PUMA has unveiled its highly anticipated drop of the sneaker line, featuring IVE as the face of the collection.

Inspired by PUMA’s 2000s running range, the Teveris NITRO draws on performance aesthetics to create everyday footwear with a sporty edge. Incorporated at the midsole, NITRO foam provides top-level cushioning, a responsive stride, and a lighter-than-air feel.

PUMA’s latest campaign features IVE in a Y2K-themed concept shoot. The members of the girl group step into the spotlight against an iridescent backdrop that showcases a dreamy, pastel aesthetic, perfectly complementing the campaign’s theme. Together with the 2000s-inspired sneakers, PUMA is taking its audience on a stylish leap into the past while embracing the future of fashion, capturing the very essence of the campaign.   

IVE members are in thoughtfully curated outfits from the DARE TO, PUMA Team, and CLASSICS collections styled with Teveris NITRO sneakers, which are available in four colorways that are exclusive for Asia.

The latest collection draws inspiration from laid-back luxury with a Y2K twist. Timeless and relaxed pieces are transformed with a minimalistic aesthetic and elevated details like voluminous pockets and tiny labels. Along with an ever-green palette, the collection welcomes mix-and-matching to create your individualized looks of effortless elegance.

SEA & Taiwan Exclusive Gift with Purchase

To make this release much more special, PUMA is also offering exclusive collector’s items to IVE fans from Southeast Asia and Taiwan. With every purchase of PUMA items worn by IVE, consumers will receive a set of 6 PUMA x IVE autographed photocards*. Each photocard set features individual selfies and signatures from all 6 members which consumers can get for a limited time only.

A Campaign Close to Heart: PUMA x IVE Collection Collaborates with Local Content Creators 

PUMA is set to feature top-tier local content creators to further drive the PUMA x IVE campaign in respective countries across SEA.

Staying true to the campaign’s Y2K theme, PUMA is producing concept shoots and videos with homegrown fashion, beauty, and lifestyle influencers such as Christine Samson, Jessica Yang, and Rei Germar, enveloped in dreamy pastel concepts that accentuate the Teveris NITRO collection, as well as extend the campaign's narrative across all markets. Keep your eyes peeled as we reveal the final product of the concept shoot in October! By tapping into nostalgia and youthfulness, the brand hopes to transport the audience back to their youth while celebrating the Y2K trend with a touch of authenticity.

The new Teveris NITRO will be released on September 21 at PUMA 2F Glorietta 3, L2 Main Wing Shangri-La Plaza, GF Eastwood Mall, GF Venice Grand Canal Mall, McKinley Hill, L1 Ayala Center Cebu, and authorized retailers PUMA SM North Edsa, Gateway, and Foot Locker (Glorietta, Festival, Cebu, Ayala Malls Manila Bay, Gateway, Trinoma). It will also be available on PUMA.com.

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