<p>An icon born in the 80s, the latest PUMA Palermos pay homage to the vibrant coastal city of Sicily to celebrate the sweet Italian life.</p>

<p>PUMA's latest Palermo collection resurrects a terrace legend, tracing its roots back to the vibrant football stadiums of the 1980s. With a nod to Sicily's coastal capital, Palermo, these shoes blend classic style with contemporary flair, featuring sleek silhouettes and vibrant colours that reflect the essence of Italian summer.</p>
<p>IVE, the celebrated K-pop girl group and PUMA APAC ambassadors, adds her touch to the collection, embodying the effortless Italian style while infusing it with modern football DNA. The campaign showcases IVE members in a curated selection of jersey-inspired attire, from PUMA jackets to pleated skirts, all paired with the <a href="https://my.puma.com/my/en/collections/lifestyle/palermo">iconic Palermo sneakers in various pastel shades</a>.</p>

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                        <p>To mark the launch, PUMA debuts its first-ever Palermo Pop-up store in Southeast Asia, situated at Central World, Bangkok. This immersive experience promises a week-long celebration of style and culture, inviting visitors to dive into the world of Palermo.</p>
                        <p>Before opening to the public, a star-studded launch event welcomed guests to explore the Palermo universe. Amidst the vibrant ambience, PUMA Malaysia Brand Ambassadors Meerqeen and Priscilla Abby joined the fray, alongside newly announced Thai ambassadors Win Metawin and Malaysian guest celebrities Daiyan Trisha, content creator Cabi and more, commemorating the fusion of fashion and football heritage embodied by Palermo.</p>
                        <p>Step into the Palermo Pop-up and immerse yourself in the spirit of Italy's coastal charm, where fashion meets football in a celebration of la dolce vita &ndash; the sweet life.</p>
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<p style="text-align: center;"><em>Discover the new PUMA Palermo collection now on <a href="https://my.puma.com/my/en/collections/lifestyle/palermo">http://my.puma.com</a>.</em></p>

IVE lights up your style with the iconic PUMA Palermo's latest collection

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