PUMA and Anomaly announced a new global campaign starring Rosé that reimagines suburban life through a surreal, tech-tinged would built around the brand’s revived H-Street silhouette.
Created in partnership with Anomaly, the campaign blends the shoe’s 90s track heritage with a bold, “suburban surrealist” creative vision.
Originally a performance-driven track runner, the H-Street returns as a low-profile, high-visibility staple for the modern Sportstyle line. Rosé previously fronted PUMA’s Speedcat line, and this campaign highlights her effortless style as she navigates the H-Street world. From robot dogs and Roomba-style robots delivering lemonade, to PUMA-shaped hedges being trimmed with oversized clippers, the world of H-Street is designed to feel alive, weird, and meticulously crafted.
The campaign features two films that center around “Welcome to H-Street,” a reimagining of traditional suburban life. The :15 film, “Welcome to H-Street” hones in on Rosé moving into her new home with “PUMA [SW1] Moving Company” boxes, and then relaxing on a lawn chair while robot dogs interact with each other. The :6 cutdown features the first moments of the :15, focusing on Rosé’s move. Using a strong color contrast and a sunny, too-perfect atmosphere, the film creates a bright, poppy, and tech-forward atmosphere.
Moving away from standard neighborhood tropes, the visual world of H-Street is artfully kitsch and slightly surreal, where the past, present, and future collide.
