PUMA x IVE collab gives off Y2K vibes in Teveris NITRO campaign

Global sports brand PUMA has recently launched its first campaign with K-Pop girl group IVE with the release of the Teveris NITRO.  

The latest campaign features the renowned K-pop sensation in a Y2K-themed concept photoshoot. 

The six-member girl group steps into the spotlight against an iridescent backdrop that showcases a dreamy, pastel aesthetic, wearing PUMA’s highly anticipated 2000s tech-inspired sneaker Teveris NITRO. 

Available in four colorways that are exclusive for Asia, the Teveris NITRO sneaker is engineered with ultra-comfy NITRO™ cushioning that draws on performance aesthetics to create everyday footwear with a sporty edge. 

Each IVE member wears thoughtfully curated outfits from the DARE TO, PUMA Team, and CLASSICS collections. 

The collaboration takes the public on a stylish leap into the past while embracing the future of fashion, capturing the very essence of the brand campaign.  

Last June, PUMA revealed that IVE has joined the brand as its APAC brand ambassador. 

Southeast Asia & Taiwan Exclusive Photocards

To make the release much more special, PUMA offers an exclusive set of 6 PUMA x IVE autographed photocards to all DIVEs from Southeast Asia and Taiwan for every purchase of PUMA items worn by IVE.  

Each photocard set features individual selfies and signatures from all 6 members which consumers can get for a limited time only.

PUMA x IVE Collection Collaborates with Local Content Creators

PUMA also features top-tier local content creators 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 fashion, beauty, and lifestyle influencers such as Christine Samson, Jessica Yang, and Rei Germar. 

By tapping into nostalgia and youthfulness, the brand hopes to transport the audience back to their youth while celebrating the Y2K trend with a touch of authenticity.

The final product of the concept shoot is set to be released anytime this month. 

The new Teveris NITRO was first released in the Philippines on September 21 at PUMA 2F Glorietta 3, L2 Main Wing Shangri-La Plaza, GF Eastwood Mall, GF Venice Grand Canal Mall, McKinley Hill, L1 Ayala Center Cebu, and authorized retailers PUMA SM North Edsa, Gateway, and Foot Locker (Glorietta, Festival, Cebu, Ayala Malls Manila Bay, Gateway, Trinoma). 

It is also available on PUMA’s official website.