K-Pop is a colossal giant in almost every single industry these days. No matter where you are, you’re not too far away from a K-Pop brand endorsement. It comes as no surprise that the sneakersphere is also looking to tap into the market either, with the likes of Nike appointing NewJeans as their brand ambassadors back in March. Now, fellow rivals PUMA have joined in on the action, appointing girl group IVE as their APAC brand ambassador.

While still considered a relatively new group, IVE have stormed their way to success with former IZ*ONE members Wonyoung and Yujin at the forefront. Last year, IVE became the third-fastest girl group to win a Daesang (Grand Prize) at the 2022 Melon Music Awards, along with Best Song of the Year for “LOVE DIVE”. This is alongside other Rookie of the Year titles from other year-end award shows, beating the likes of NewJeans, LE SSERAFIM, and Kep1er.

The six ladies took centerstage on PUMA Japan‘s Instagram account, dressed in the brand’s track jackets and a variety of PUMA Suede Classics. Starting from 17 July, IVE will appear on PUMA’s marketing efforts in 15 countries across Asia and Oceania, intertwining IVE’s alluring charm with PUMA’s iconic styles.

The full extent of IVE’s endorsement remains unclear for now, but sneakerheads will definitely be hoping for a collaborative sneaker in the near future. Stay tuned for more updates!

In other sneaker-related news, check out the Nike Dunk Low “Grey Gum”.

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