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 in-store, 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 epitomizes 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 colourway, 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.
The Cali Dream Trip participating stores are PUMA Aeon Mall Tebrau City, KLCC, Sunway Pyramid, Pavilion, Queensbay Mall, Mid Valley, SkyAvenue, Paradigm Johor Bharu, Imago KK, Suria Mall, Langkawi Fair and al-ikhsan, CROSSOVER, JD Sports, LEA Group, Studio, Original Classic, Retail Empire, RSH Malaysia, Sports Direct.
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.