KUALA LUMPUR, 16 March 2026 — PUMA has launched Southeast Asia’s first-ever PUMA House on H-Street in Bangkok, marking the return of H-Street for 2026 with an exclusive launch event that brought together the brand’s regional ambassadors, creators, and media at Siam Square. The experience, which is open to the public from 13 to 15 March, transforms the space into an immersive lifestyle destination rooted in PUMA’s global creative concept, Suburban Surreality – taking the tropes of suburban life and reimagining them in a neighbourhood where past, present, and future collide.
The launch event on 12 March featured an exciting opening performance and fashion show that unveiled PUMA Southeast Asia’s five newly signed local Brand Ambassadors. Representing Malaysia at the regional launch, Aedy Ashraf (@aedyxashraf) delivered a standout moment on the runway with a star catwalk appearance, showcasing the H-Street and embodying the bold energy of PUMA in front of regional media and guests. Joining the celebration were Malaysian actor, ALVN (@itsalvn_), and creators and media, including Sara Muzam (@saramuzam), Bennlqb (@bennlqb), and Candy Teoh (@candyteohct), who were among those invited to experience the immersive event and preview the latest H-Street collection.
Taking the stage alongside special guest Win Metawin, PUMA Thailand Brand Ambassador, the newly introduced ambassadors represent the new face of H-Street across Southeast Asia. Alongside Malaysia’s Aedy Ashraf, the lineup includes Kevin (@kevintyw) from Singapore; Gabriel Prince (@phrrince) from Indonesia; Arthur Nery (@arthurmneryy) from the Philippines; and JSOL (@jsol.thaison) from Vietnam.
The event delivered a fashion-forward experience featuring curated F&B, interactive touchpoints, an exclusive first look at the H-Street collection, and immersive brand experiences, before guests continued the evening with an after-party that extended the energy of the launch well into the night.
A Sneaker Rooted in Track Heritage
The H-Street traces its origins to the Harambee, PUMA’s iconic track spike from the early 2000s. Reimagined for the street, it balances performance and style through a low-profile silhouette, lightweight mesh upper, and expressive colourways — a sneaker designed for those who want to boldly express every side of themselves. Sporty meets stylish, on and off the track.
“H-Street has always been about more than a sneaker — it is about a culture, a community, and a way of expressing yourself that resonates deeply with young people across Southeast Asia. Bangkok is the perfect home for Southeast Asia’s first PUMA House on H-Street, and we are excited to open its doors to everyone this week,” said Gabriel Yap, Senior Director Marketing, PUMA Southeast Asia.
The PUMA House on H-Street showcases the colourful lineup of H-Street that are featured on the feet of PUMA’s global brand ambassador Rosé, and are centered around three key colourways: Black, Fizzy Green and Poison Pink. Guests will also get the chance to exclusively preview new colourways and executions dropping in the upcoming months.
The H-Street collection is now available in Malaysia, with prices ranging from RM399 to RM429, at selected PUMA stores nationwide, Solewhat, JD Sports, and online at PUMA.com.
Stay updated on the latest drops and brand moments by following PUMA Malaysia on Instagram (@PUMA.malaysia), TikTok (@PUMA.my), and Facebook (@PUMAMalaysia).
