Puma Sales Sour in China Thanks to BLACKPINK Rosé's Influence

After announcing BLACKPINK member Rosé as their latest brand ambassador, Puma saw their sales skyrocket in China.

On June 17, 2024, Puma announced Rosé as the brand’s new global brand ambassador. In their statement, they stated Rosé will be bringing her vision, voice, and unique insights to Puma’s global campaigns and storytelling. As Puma’s ambassador, Rosé will promote Puma’s latest and future released, while also supporting the brand’s “Rewrite the Classics” program.

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Concerning Rosé’s addition to the Puma family, Maria Valdes, the brand’s Chief Product Officer, had this to say: “Rosé’s remarkable influence on music, fashion, and culture globally are such an inspiration. We are thrilled to embark on this journey with her, where she will play a diverse role, leveraging her knowledge and vision to help us redefine our classic space. Her unique perspective will be instrumental in amplifying Puma’s “Rewrite the Classics” program highlighting franchises like Palermo, Speedcat, amongst others. We are delighted to welcome her to our Puma family, and we eagerly anticipate the accomplishments we will achieve together.”

Rosé joins Rihanna, A$AP Rocky, Dua Lipa, and Skepta as ambassadors for Puma.

After announcing Rosé as brand ambassador for Puma, the brand saw an immediate surge in their sales. This is especially true in China, where Puma ranked first in the sneaker sales category on Douyin (Chinese TikTok), amassing over 56,000 sales.

Puma Sales Sour in China Thanks to BLACKPINK Rosé’s Influence (Photo : Douyin)

Additionally, the Puma Paleromo – the sneaker line Rosé was seen wearing during her promotional video for Puma – is sold out entirely in China. This includes not only Douyin, but also other popular online shopping platforms such as Tmall and JD.

Fans of the BLACKPINK member are taking to social media to upload receipts of their purchase, proving their love for the idol. This showcases Rosé’s immense selling power in the country after just one week.

Puma Sales Sour in China Thanks to BLACKPINK Rosé’s Influence (Photo : Rosé Instagram)

In other news, it was announced on June 18 that Rosé had signed with THEBLACKLABEL as her management company. On April 4, the idol released the song “Final Love Song” as the theme song for the Mnet survival reality show “I-LAND 2: Na.”