Did Puma 'Copy' BLACKPINK Jennie's Look For An Ad? Here's What Actually Happened

Puma was recently accused of copying one of BLACKPINK Jennie’s looks for an ad. But did they actually do that?

On June 27, 2024, a photo circulated among BLACKPINK fans on social media. The photo is allegedly from a promotional shoot for the Puma Speedcat sneakers, for which Rosé is an ambassador. The outfit worn by the model in the photo strikingly resembled one worn by Jennie, stirring controversy among fans of the two idols despite being members of the same girl group.

Did Puma ‘Copy’ BLACKPINK Jennie’s Look For An Ad? Here’s What Actually Happened (Photo : Carnival Instagram)

Did Puma ‘Copy’ BLACKPINK Jennie’s Look For An Ad? Here’s What Actually Happened (Photo : Jennie Instagram)

The act sparked considerable backlash as Jennie is the face of Adidas, a direct competitor of Puma. Many initially speculated that PUMA might have organized this campaign.

However, it turns out that Puma had no involvement in the image. The photo in question was actually produced by a Thai sports fashion retailer, CARNIVAL, for their promotion of the Puma shoe line. Their marketing strategy unknowingly caused a misunderstanding and cast an unwarranted backlash against Puma.

Did Puma ‘Copy’ BLACKPINK Jennie’s Look For An Ad? Here’s What Actually Happened (Photo : Carnival Instagram)

Puma has no direct connection to CARNIVAL. In fact, if you check Puma’s Instagram following, it can be seen that they do not follow CARNIVAL on social media.

Did Puma ‘Copy’ BLACKPINK Jennie’s Look For An Ad? Here’s What Actually Happened (Photo : Puma Instagram)

In the show, the mix-up was due to CARNIVAL’s promotional strategies, absolving PUMA of any direct involvement in the controversy.

Previously, it was announced on June 17 that Rosé was appointed one of Puma’s newest global brand ambassadors.

Did Puma ‘Copy’ BLACKPINK Jennie’s Look For An Ad? Here’s What Actually Happened (Photo : Rosé Instagram)

In their announcement, Puma shared that Rosé will be applying her unique vision and distinctive voice to their global campaigns and storytelling efforts. As an ambassador, she will promote both current and upcoming Puma releases, while also playing a key role in the brand’s “Rewrite the Classics” initiative.

Maria Valdes, Puma’s Chief Product Officer, expressed her enthusiasm about the partnership, stating, “Rosé’s incredible impact on music, fashion, and culture worldwide is truly inspiring. We are excited to start this journey with her, where she will utilize her vast knowledge and unique perspective to help us refresh our classic line. Her insights will be crucial in advancing Puma’s ‘Rewrite the Classics’ program, which includes highlighting key lines like Palermo and Speedcat. We are thrilled to have her join the Puma family and look forward to the successes we will share.”

Rosé now stands among other notable Puma ambassadors like Rihanna, A$AP Rocky, Dua Lipa, and Skepta.