PUMA has launched its new sneaker line, Teveris NITRO, featuring IVE as face of the collection. On June 30, 2023, PUMA made the exciting announcement that IVE, a distinguished K-POP girl group under Starship Entertainment, will be its official APAC Ambassador.
Through this campaign, IVE has stepped into the spotlight against an iridescent backdrop that showcases a dreamy, pastel aesthetic, perfectly complementing the campaign’s theme of Y2K. Together with the 2000s-inspired Teveris NITRO sneakers, PUMA is taking its audience on a stylish leap into the past while embracing the future of fashion, capturing the very essence of the campaign!
The new sneaker is inspired by PUMA’s 2000s running range and draws on performance aesthetics to create everyday footwear with a sporty edge. Incorporated at the midsole, NITRO foam provides top-level cushioning, responsive strides, and a lighter-than-air feel.
In this campaign, members of the K-POP girl group IVE are seen in thoughtfully curated outfits from the DARE TO, PUMA Team, and CLASSICS collections styled with Teveris NITRO sneakers, which are available in four exclusive colorways available only in Asia.
The collection outfits draw inspiration from laid-back luxury with a Y2K twist. Timeless and relaxed pieces are transformed with a minimalistic aesthetic and elevated details like voluminous pockets and tiny labels. Along with an ever-green palette, the collection welcomes mix-and-matching to create your individualized looks of effortless elegance. Whether you’re going for a casual, chill look or aiming to dress up for a special occasion, these pieces adapt seamlessly.
The new Teveris NITRO collection is available now on PUMA.com, PUMA Stores and selected retailers nationwide.
SEA & Taiwan Exclusive Gift with Purchase
With every purchase of PUMA items worn by IVE, consumers will receive a set of 6 PUMA x IVE autographed Photocards*. Each photocard set features individual selfies and signatures from all 6 members.Â
*While stocks last. T&Cs apply.
A Campaign Close to Heart: PUMA x IVE Collection Involves Homegrown Personalities
PUMA is set to feature local top-tier celebrities and influencers to further drive the PUMA x IVE campaign in respective countries across SEA.
Staying true to the campaign’s Y2K theme, PUMA is producing concept shoots and videos with homegrown personalities such as Coco, Aisyah, Yennis, Jestinna & Alicia enveloped in dreamy pastel concepts that accentuate the Teveris NITRO collection as well as extend the campaign’s narrative across all markets. Keep your eyes peeled as we reveal the final product of the concept shoots in October!
By tapping into nostalgia and youthfulness, the team hopes to transport the audience back to their youth days while celebrating the Y2K trend with a touch of authenticity. Audience can expect creative elements like 2000s-inspired hair and makeup and a captivating blue-purple background gradient to ignite that Y2K nostalgia while preserving the campaign’s originality.
PUMA Teveris NITRO Event: A Nostalgic Y2K Flashback Night
PUMA is thrilled to announce a series of exclusive Teveris NITRO events in Oct 2023 across Southeast Asia – Singapore, Malaysia, Indonesia, and Philippines, celebrating the highly anticipated launch of the Teveris NITRO sneaker line. The event location will be set at a local bowling alley, a trendy hang-out spot back in the days and aims to transport attendees back to the early 2000s, promising a night filled with Y2K nostalgia and unforgettable experiences.
Get ready for a vibrant array of activities, including a Y2K-themed photobooth for capturing those memorable moments, a KPOP sing and dance party to celebrate the collaboration with IVE, and a beauty bar to pamper and glam up the guests. To satisfy the taste buds, nostalgic snacks and drinks reminiscent of the Y2K era will be served, adding an extra layer of authenticity to the experience. This event is exclusively for invited guests only.