PUMA has teamed up with Anomaly to debut a new global campaign starring Rosé that reimagines suburban life in a surreal, tech-infused world centered on the brand’s revived H Street silhouette.
Blending the shoe’s 1990s track heritage with a playful “suburban surrealist” vision, the campaign introduces a neighborhood that feels both nostalgic and futuristic. Originally designed as a performance track runner, the H Street returns as a low-profile staple in PUMA’s Sportstyle line. Rosé, who previously fronted the brand’s Speedcat campaign, brings her effortless style to the new release as she navigates the strange and meticulously crafted world of H Street.
The campaign’s visual universe is filled with unexpected details. Robot dogs roam the lawns, Roomba-style machines deliver lemonade, and PUMA-shaped hedges are trimmed with oversized clippers. The result is a neighborhood that feels strangely alive, blending a pristine suburban aesthetic with playful technological touches.
Two films anchor the campaign under the theme “Welcome to H Street.” The 15-second hero spot shows Rosé arriving at her new home with boxes from the fictional PUMA Moving Company before settling into a lawn chair as robotic dogs interact nearby.
A six-second cutdown captures the opening moment of Rosé moving into the neighborhood. Bright color contrasts and a deliberately polished, sun-drenched atmosphere give the films a pop-forward look that amplifies the campaign’s surreal tone.
Rather than leaning into familiar suburban imagery, the H Street world is intentionally kitsch and slightly offbeat, creating a space where past, present, and future collide.
“Welcoming Rosé to the H Street line gave us a unique opportunity to create a playfully self-aware campaign,” said Lina Rode, Creative Director at Anomaly. “We built a surreal version of an actual H Street neighborhood inspired by the retro history of the shoe, but with the future-facing vision of PUMA Sportstyle. And with Rosé moving in, it’s a street that we all want to be a part of.”
CREDITS
BRAND: Puma
AGENCY: Anomaly
PRODUCTION COMPANY: ProdCo
Director: Onda
Photographer: Sinae Kim
Talent: Rosé
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