• by Fern Siegel , 10 hours ago

Puma's Sportstyle sneaker, once a 1990s performance track runner, returns as part of an everyday line. That message, revamping a heritage brand today, arrives in a new spot by Anomaly.

The work stars Rosé, part of the K-pop girl group Blackpink.

The 15-second "Welcome to H-Street" commercial reimagines a suburban neighborhood where robot dogs reside and giant Puma-shaped hedges grace lawns. Her moving boxes are aptly labelled Puma Moving Company. 

The stark, tech-styled aesthetic is all Puma, all the time. The spot is directed by ProdCo's Onda.

"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. With Rosé moving in, it’s a street that we all want to be a part of.”

Rosé has been aligned with Puma since she becoming a global brand ambassador in June 2024. She unveiled her first full collaborative collection — "PUMA x ROSÉ" — in August 2025.

Anomaly's creative work include Bud Light, Dick's Sporting Goods, Don Julio and Reese's Puffs.