News / Main / Oversea Event

PUMA Southeast Asia Kickstarts The First Anchor Campaign – PUMA #CALITRAVELOG – With K-Pop Star Hyolyn

By iReporter Team | January 18, 2019 03:27 PM EST

Close

PUMA Southeast Asia rolls out its anchor campaign of the year - the PUMA #CaliTravelog - featuring PUMA Cali sneakers and K-Pop star Hyolyn in the campaign. Set to be one of the biggest regional campaigns that spreads across instore, out-of-home as well as online platforms in Singapore, Malaysia and Indonesia, the PUMA #CaliTravelog campaign will be held over 6 months from January 2019. 

Inspired by the west coast sunny vibes in California, the main theme of the #CaliTravelog campaign epitomises the spirit of a PUMA Cali girl - one that seeks out adventure, fun, personable yet confident. Once a court staple, the popular OG California sneaker is now launched in revamped versions of a versatile chunky rubber sole and subtle metallic details with an understated neutral colorway, making this into a dreamy street style mainstay.

The Cali Dream Trip in PUMA #CaliTravelog Campaign

For the first time, fans of PUMA Cali will win the opportunity to bring to life the spirit of a PUMA Cali girl. From holiday options such as the Caravan Outpost, Ace Hotel or the Joshua Tree Acre, all of which are specially handpicked to emulate the style and adventures of a unique holiday experience.

Worth USD$4000, fans may participate in the giveaway simply by getting the "Cali Dream Trip Ticket" with every purchase of the PUMA Cali sneakers.

Hyolyn for PUMA #CaliTravelog

As a sports lifestyle brand that always recognises the strength, grace, and confidence of women, Hyolyn is the perfect representation of these qualities in the PUMA #CaliTravelog campaign

Formerly from popular K-Pop group SISTAR, Hyolyn decided to pursue music solo, and has since amassed international success with hits such as SEE SEA, BAE and Dally. Besides her musical prowess, Hyolyn is also a source of inspiration to youth around the world as an unconventional K-pop star.

A fighter since birth, Hyolyn was born prematurely and in her younger years suffered from biliary astresia - a rare life-threatening disease of the liver and bile ducts that occurs in infants. Over the years, Hyolyn underwent two rounds of surgery to combat her illness, leaving her with visible scars on her abdomen. Refusing to give into her insecurities, she turned her scars into strength, getting a tattoo of a cross to cover up the marks. Not to be a reminder of her illness, the tattoo is instead a reminder of confidence, willpower and fighting spirit. Today, Hyolyn's remarkable display of boldness, determination and fearlessness makes her the perfect ambassador of the PUMA #CaliTravelog campaign.

The K-pop star will be making an appearance in Southeast Asia at a "Secret Party with Hyolyn" in April 2019, where fans will be able to meet, greet and party with the star. Details of this closed-door event will be announced in the following weeks.

The Cali Dream Trip Ticket can be obtained with any purchase of the PUMA Cali from the following stores: PUMA Bugis+, PUMA Marina Bay Sands, PUMA Paragon, PUMA Suntec City, PUMA Vivocity. The PUMA Cali is also available islandwide at AWLab, Limited Edt and The Social Foot. For more updates on the PUMA #CaliTravelog campaign, follow Instagram @PUMA.Cali




Tagged :  Hyolyn

Featured

02.20.19 | 12:04AM EST

THE BOYZ' ASIA FAN-CON TOUR 'THE CASTLE' STARTS OFF IN MANILA

THE BOYZ' ASIA FAN-CON TOUR 'THE CASTLE' STARTS OFF IN MANILA

02.05.19 | 11:11PM EST

MTV Asia Rides The Hallyu Wave By Premiering ‘The Show’ For The First Time In Southeast Asia

Live Simulcast From South Korea, Exclusively On MTV Asia
Catch Your Favourite K-Pop Stars Performing Hit Songs Every Week

See Now: BTS: 41 Fun Facts You Must Know About The Most Successful Kpop Boy Band (Bangtan Sonyeondan)

Real Time Analytics