Sportswear brand PUMA appointed K-pop girl group IVE as its newest Asia Pacific (APAC) ambassador. The sextet, comprised of Yujin, Gaeul, Rei, Wonyoung, Liz, and Leeseo, took to Instagram to share the news on June 30.

The PUMA Family

As PUMA’s newest APAC ambassador, IVE will star as the face of the brand in more than 10 countries across East, South, and Southeast Asia and Oceania. In a video uploaded to PUMA Korea’s Instagram, the girls — who wore matching track jackets — shared their excitement for the new collaboration. “We are so happy to become ambassadors for PUMA, a brand which we’ve always loved,” said Gaeul, the main dancer of the group.

In their new role, the rising idols join the ranks of fellow South Korean musician Sunmi, as well as other Asian superstars including Chinese actor Yang Yang, Chinese supermodel Liu Wen, and Japanese model Nicole Fujita. 

IVE on the Main Stage

IVE’s appointment as PUMA ambassador comes on the heel of a myriad of achievements for the group. With multiple chart-topping comebacks, millions of streams across platforms and a debut album that sold more than 1.5 million copies, IVE have quickly risen to the forefront of K-pop’s 4th generation. Members of the group have secured individual partnerships with domestic and international brands like CLIO, Innis Free, Miu Miu, Fendi, and L’Occitane. The group itself has engaged in numerous branded activities. Recently, IVE attended an in-person RIMOWA event and released a series of photos as Pepsi partners. 

IVE have been on a roll since the beginning of 2023. In February, the group kicked off their first tour, “The Prom Queens,” with two shows in Seoul. They then embarked on concerts across Asia and released their first full-length album, I’ve IVE, which successfully charted across multiple platforms. 

As the girls of IVE continue to explore their musical identity and the group’s chaebol crush concept, their potential to impact mainstream music and fashion trends is boundless.

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