
Puma.
If your childhood bedroom looked like a pastel pink fever dream, Puma has just delivered the footwear equivalent, starring global K-pop sensation and house ambassador Rosé. Fresh from ‘rosie,’ global tours and proving that one person can survive approximately a thousand TikTok edits of ‘APT.,’ the Blackpink star is back with Puma to introduce the Speedcat Étoile, a sneaker that seems to have wandered straight out of a ballerina’s dressing room before deciding Formula 1 looked far more interesting.
The Speedcat was born on the racetrack in the late 1990s, originally inspired by the fireproof footwear worn by Formula 1 drivers. Somehow, nearly three decades later, it has ended up wrapped in satin, tied with ribbons and dressed in pastel pink. Stranger things have happened in fashion, but not many this cute.

Puma.
Puma has taken its iconic 1999 motorsport silhouette and softened every edge. The Étoile arrives in delicate pink suede with satin-inspired textures layered across its signature low-profile shape. Tonal Formstrip branding sweeps across the side panels, while extra-wide ribbon laces thread through the eyelets so they can be tied into oversized bows, lending a graceful, coquette-style energy to the sleek racing shape.
Another chapter in the Speedcat’s remarkable comeback, the launch follows a two-year revival that has transformed the archival silhouette into one of fashion’s favourite trainers. Since returning from the Puma vault in 2024 to celebrate its 25th anniversary, the Speedcat has expanded into increasingly playful variations including the Speedcat Ballet, the elevated Speedcat Wedge and the slip-on Mule, while finding fans everywhere from Dua Lipa and Emily Ratajkowski to Rosé herself.

Puma.
For this latest chapter, the campaign visuals imagine the Speedcat Étoile as something remembered from growing up, almost like rediscovering the favourite pair of shoes you wish had never stopped fitting. In this dreamlike world, Rosé emerges from inside a pink-tinted world filled with childhood keepsakes and personal mementos that reflect her journey.
The Puma Speedcat Étoile launches on 30 July via Puma, flagship stores and selected retailers worldwide. Discover more here.
photography. courtesy of Puma
words. Gennaro Costanzo











