By choosing K-pop star Rosé to front their new Palermo campaign, Puma has taken a risk. The energetic streets of Seoul offer the ideal setting for the singer to highlight the versatile, sporty, but fashionable indoor soccer footwear.
There is no denying Rosé's impact, and her modern style of sportswear perfectly complements Puma's brand. By concentrating just on the Palermo sneaker, the marketing successfully draws attention to its salient characteristics while leveraging Rosé's enormous worldwide fan base.