Laid-back luxury with a Y2K twist

When Korean girl group IV meets PUMA, what is ‘After Like’ Filo-DIVE?

Global sports brand PUMA kicked off its inaugural collaboration with K-Pop girl group IVE, presenting the all-new Teveris NITRO sneaker collection.

Inspired by the tech-savvy 2000s, this line was unveiled in an event that highlighted PUMA’s cutting-edge NITRO™ cushioning for unmatched comfort last 13 October at Studio 300.

Following their partnership announcement earlier this year, PUMA proudly welcomed IVE, a prominent K-pop star under Starship Entertainment, as their brand ambassador for the Asia-Pacific (APAC) region.

The anticipation reached fever pitch as PUMA unveiled the Teveris NITRO sneaker line, prominently featuring IVE as the face of this innovative collection.

Bowling provided a backdrop for the launch, which was infused with the IVE and PUMA vibes. “Eleven,” “After Like” and “Love Dive,” all hit songs by IVE, are well known.

Drawing inspiration from PUMA’s 2000s running range, the Teveris NITRO shoes blend performance aesthetics with everyday style, showcasing a sporty edge.

The midsole incorporates NITRO foam, providing top-notch cushioning, a responsive stride, and an airy feel – a true amalgamation of style and functionality.

PUMA’s latest campaign showcases IVE in a Y2K-themed concept shoot, where the girl group members steal the spotlight amidst an iridescent backdrop, perfectly aligning with the campaign’s dreamy, pastel aesthetic.

Together with the 2000s-inspired sneakers, PUMA is leading its audience on a fashionable journey through time while embracing the future of footwear, encapsulating the true essence of the campaign.

IVE members grace the campaign in carefully curated outfits from PUMA’s DARE TO, PUMA Team and CLASSICS collections, elegantly styled with Teveris NITRO sneakers, available in four exclusive colorways for the Asian market.

Timeless and relaxed pieces are transformed with a minimalistic aesthetic and elevated details, such as voluminous pockets and delicate labels. The collection, featuring an ever-green palette, encourages mix-and-match to craft personalized looks of effortless elegance.

To add an extra layer of allure to this release, PUMA is offering exclusive collector’s items to IVE fans in Southeast Asia and Taiwan. With every PUMA item worn by IVE purchased, consumers will receive a set of six PUMA x IVE autographed photocards*. Each photocard set boasts individual selfies and signatures from all six members, available for a limited time only, enhancing the excitement surrounding this remarkable collaboration.