Everyone trendy in Seoul is already dubbing these new sneakers the next Speedcats.

      Last week, I traveled nearly 7000 miles from New York City to Seoul, South Korea, for a single reason. I wanted to check out the sneakers that insiders are already dubbing the next Speedcats, which are the viral low-profile sneakers that Puma relaunched at the end of 2024. Since their debut, these sneakers have been worn by celebrities such as Emily Ratajkowski, Gracie Abrams, Dua Lipa, Jennifer Lawrence, and many more, quickly becoming a hot topic among sneaker enthusiasts. Now, another style from Puma's history is poised to take the spotlight from the motorsport-inspired silhouette, and I was eager to learn more before anyone else.

      Arriving in Seoul after a 20-hour travel day, feeling sleep-deprived and somewhat dazed, I was ready to discover the buzz surrounding the revamped H-Street sneakers.

      To provide some background, the H-Street originated in the early 2000s when Puma updated its 1990s-era Harambee track-and-field performance shoes for streetwear. "The name comes from H-Street, referencing the Harambee H," Gregor Abenstein, head of Puma Select, informed me during the H-Street activation in Seoul's Seongdong-gu district, a neighborhood often likened to Brooklyn. Abenstein shared that the 2025 iteration of the H-Street, set to debut in three colorways on June 28, retains the original design with updated footwear technology, meaning it’s incredibly lightweight. "From an aesthetic viewpoint, we believe [the H-Street] is just as relevant today as it was then," he remarked.

      Puma's decision to follow up on the Speedcat and Mostro, another vintage style, with the H-Street involved significant research. Abenstein mentioned that while much of this decision came from instinct, his team also talks to "the right partners who are a bit ahead of trend curves and looks at their mood boards." The H-Street was one style that many of these trusted sources praised. "If their input aligns with our internal instincts, we proceed," Abenstein explained.

      His team chose Fizzy Green as the standout color for the first drop, a vibrant shade that I noticed frequently during my brief stay in Seoul, appearing in apple-flavored cocktails, lace charms, and, of course, the H-Street sneakers. "That's the original colorway from back in the day," Abenstein noted. "It's a very striking color, and we felt the first one needed to be bold, eye-catching, and energetic." The sneaker launch will also feature two more subtle color options, black and white, both adorned with silver metallic accents.

      Puma rightly emphasized the electric-green colorway for the launch, which quickly became the favorite among attendees at the activation running from May 15 to May 18 at Layer 41. Rosé even sported them, arriving on our first day in a cropped graphic tee, matching leather miniskirt and bomber jacket, complemented by lime-green H-Street sneakers, also from Puma. Given the crowd eagerly waiting to catch a glimpse of the Blackpink member, her choice of the vibrant pair over black and white may set the standard for the colorway when it releases next month. Yeji from Itzy and Yuri Jo from Squid Game also donned the green, further enhancing its desirability.

      Puma's marketing team foresaw this outcome, having gained valuable insights into creating a viral sneaker launch from the rapid success of the Speedcat the previous year. "We put significant effort into developing the [Speedcat] franchise and learned a lot from it—incorporating it into different editorials to showcase various styling options," said Christina Mirabelli, Puma's director of sportstyle marketing. Her team focused on elevating the Speedcat within the fashion scene before bringing it mainstream. "It had time to grow and establish its own identity," she added. The iconic red suede version was given to Emily Ratajkowski, who wore them throughout the summer leading up to the launch, building anticipation. Ultimately, Mirabelli's team enlisted two major music stars, Dua Lipa and Rosé, to spearhead the campaign. "We had constant inquiries about the franchise, indicating our thorough preparation," she said. The Speedcat's success was no coincidence, as Puma strategically cultivated the trend, a tactic they aim to replicate with the H-Street. "For the past few months, we've been featuring it in various editorials to ensure it garners attention," she explained. Like the Speedcat, the initial distribution of the H-Street will be limited, making it a challenge to obtain a pair. Everyone will desire them, but only a fortunate few will receive their size upon the immediate release.

      "We want the shoe to have longevity," Abenstein stated. "We begin with the original versions, which are the styles that become the most sought-after