The classic PUMA ‘SLIPSTREAM’ was released in 1987 as a sneaker for basketball players aiming for excellence. With the signing as PUMA’s APAC (Asia Pacific) ambassador in July 2022, NCT 127 has been participating in ambassadorial activities since the release of the ‘SLIPSTREAM’ campaign. The first campaign presented by PUMA and NCT 127 last year was composed of styles and themes that represent the retro vibes of the 80s. It goes for a vintage street concept, reproducing the graffiti, basketball, old cars, and street shops that recall the moods of that time, with the members of NCT 127 showing off their unique characteristics.

This time, in the SS23 PUMA ‘SLIPSTREAM’ Campaign, NCT 127 appears in a curated collection of the iconic PUMA T7 Track Jacket, Pants, Classic Logo Tee and Slipstream. In continuation of the ‘SLIPSTREAM’ Campaign with NCT 127, PUMA is gifting consumers an exclusive set of 3 PUMA x NCT 127 posters* with every purchase of the Slipstream worn by the NCT 127 members.

Regarding the background of the partnership, PUMA official said, “’NCT 127’ is a renowned K-POP boy group that has gained great popularity with the younger generation across APAC, including Japan, China, Singapore, and Thailand. ‘NCT 127’ was selected as the ambassador in consideration of the rapidly emerging status of K-CULTURE around the world.” They also added, “Based on the strong influence, passion, and creativity of ‘NCT 127’, we plan to conduct various campaigns and communicate with fans and consumers all across APAC, overall, increasing our brand value.” 

A SM Entertainment official said, “Collaborating with the world-famous sports brand PUMA is very meaningful to ‘NCT 127’, and through this great opportunity, we will reflect a more diverse side of ourselves, along with PUMA.” 

‘NCT 127’'s group name ‘127’ indicates the longitude of Seoul, meaning that they are a team based in the home of K-POP, though they are active on the global stage across Asia, the Americas, Europe, and other regions. 

The group has released a number of hit songs, including ‘Hero (英雄; Kick It),’ ‘Sticker,’ ‘Regular,’ ‘Cherry Bomb’ and ‘Highway to Heaven’, gaining global popularity for their unique music and overwhelming performances. With their third full-length album released in 2021, they sold over 3.64 million copies and became a ‘triple million seller,’ entering third place on the US Billboard’s main album chart ‘Billboard 200’ and then charting for seventeen consecutive weeks. This is the highest ranking and longest lasting chart entry among K-POP albums released in 2021, once again highlighting the global popularity of ‘NCT 127’. In addition to Billboard, ‘NCT 127’ has also entered the ‘Official Albums Chart Top 100,’ the main official music chart of the United Kingdom, as well as various global music charts in countries such as Germany, Australia, Japan, and China. 

In addition, ‘NCT 127’ is meeting with fans around the world through its second world tour. The event started last year, beginning in Korea and then moving onto a dome tour in Japan with 220,000 audience. Also, the consecutive concert tickets in Singapore were all sold-out. ‘NCT 127’, also plans to have a fan meeting in Japan on August 2nd and 3rd and an appearance on ‘SMTOWN LIVE 2022’ on August 20th ,2022. 

In the meantime, ‘NCT 127’ will begin its activities as PUMA’s APAC Ambassador, starting with the SLIPSTREAM campaign on July 29th. Launched in 1987, the PUMA SLIPSTREAM is an iconic sneaker that best represents the brand’s heritage, featuring a classic basketball silhouette redefined with modern sensibilities, mixing leather and suede materials to suggest a premium look.

PUMA Southeast Asia rolls out its anchor campaign of the year - the PUMA #CaliTravelog - featuring PUMA Cali sneakers and K-Pop star Hyolyn in the campaign. Set to be one of the biggest regional campaigns that spreads across in-store, out-of-home as well as online platforms in Singapore, Malaysia and Indonesia, the PUMA #CaliTravelog campaign will be held over 6 months from January 2019.

Inspired by the west coast sunny vibes in California, the main theme of the #CaliTravelog campaign epitomizes the spirit of a PUMA Cali girl - one that seeks out adventure, fun, personable yet confident. Once a court staple, the popular OG California sneaker is now launched in revamped versions of a versatile chunky rubber sole and subtle metallic details with an understated neutral colourway, making this into a dreamy street style mainstay.

For the first time, fans of PUMA Cali will win the opportunity to bring to life the spirit of a PUMA Cali girl. From holiday options such as the Caravan Outpost, Ace Hotel or the Joshua Tree Acre, all of which are specially handpicked to emulate the style and adventures of a unique holiday experience.

Worth USD$4000, fans may participate in the giveaway simply by getting the “Cali Dream Trip Ticket” with every purchase of the PUMA Cali sneakers.

The Cali Dream Trip participating stores are PUMA Aeon Mall Tebrau City, KLCC, Sunway Pyramid, Pavilion, Queensbay Mall, Mid Valley, SkyAvenue, Paradigm Johor Bharu, Imago KK, Suria Mall, Langkawi Fair and al-ikhsan, CROSSOVER, JD Sports, LEA Group, Studio, Original Classic, Retail Empire, RSH Malaysia, Sports Direct.

As a sports lifestyle brand that always recognises the strength, grace, and confidence of women, Hyolyn is the perfect representation of these qualities in the PUMA #CaliTravelog campaign. 

Formerly from popular K-Pop group SISTAR, Hyolyn decided to pursue music solo, and has since amassed international success with hits such as SEE SEA, BAE and Dally. Besides her musical prowess, Hyolyn is also a source of inspiration to youth around the world as an unconventional K-pop star. 

A fighter since birth, Hyolyn was born prematurely and in her younger years suffered from biliary astresia – a rare life-threatening disease of the liver and bile ducts that occurs in infants. Over the years, Hyolyn underwent two rounds of surgery to combat her illness, leaving her with visible scars on her abdomen. Refusing to give into her insecurities, she turned her scars into strength, getting a tattoo of a cross to cover up the marks. Not to be a reminder of her illness, the tattoo is instead a reminder of confidence, willpower and fighting spirit. Today, Hyolyn’s remarkable display of boldness, determination and fearlessness makes her the perfect ambassador of the PUMA #CaliTravelog campaign. 

The K-pop star will be making an appearance in Southeast Asia at a “Secret Party with Hyolyn” in April 2019, where fans will be able to meet, greet and party with the star. Details of this closed-door event will be announced in the following weeks.

Global Sports Brand, PUMA announces it's partnership with world-renowned pop music icon BTS. The global young icons have partnered with PUMA in South Korea since 2015 on brand campaigns and product collaborations. This year, together with PUMA, BTS will be releasing the collaboration product worldwide, which includes a remix of the class PUMA Turin and stylish sportswear basics.

PUMAxBTS collection will be first available in Korea this Spring, with other regions following up later this summer. In addition to the creation of PUMAxBTS collection, BTS will be featuring in PUMA campaigns this year for the Sportstyle range, which includes classic PUMA icons such as PUMA Suede and T-7 Track Suits.

BTS has been a great partner for PUMA and their innovative spirit, authenticity and creativity sync perfectly with the PUMA DNA. The PUMAxBTS collection will first hit stores in Korea this March and roll out globally in July.

To catch more about PUMA and BTS, follow @PUMA on Instagram, Twitter and Facebook.

About BTS

BTS won the ‘Top Social Artist’ last year at the Billboard Music Awards, one of the top three music awards in the United States, surpassing world-famous artists. They were also officially invited to the American Music Awards (AMA) to perform on stage, being the first K-pop group to do so, increasing the reputation of K-pop music and culture. In addition, they released the remix album 'MIC Drop' last November, making it to 28th place on the 'Hot 100', the Billboard singles chart, in the United States, which is the top record for a K-pop group.