On January 2, 2020, PUMA Korea officially announced Kang Daniel as their new brand model. PUMA ads with Kang Daniel had already been spotted since early December in several busy areas of Seoul such as Samseong and Gangnam subway stations, Hongdae and the commercial district of Myeongdong, creating a lot of anticipation among fans.
A source from PUMA Korea stated, “We felt that Kang Daniel possesses a multitude of charms, not only the professionalism and passion as an artist on stage, but also through the innocence and brightness when he’s interacting with fans.” They added, “We felt like the positive energy Kang Daniel has will allow him to take on a variety of styles from sport to street and formal and make them his own. We believed his signature trendiness and personality goes well with what we’re striving for at PUMA.” Promotions began on January 17.[s][soompi]
The new RS-X CUBE campaign upheld a key message—the “special relationship between you and me”—that not only symbolized a strong and special bond between Kang Daniel and fans but also the partnership between PUMA and Daniel. To celebrate the launch of RS-X CUBE, PUMA launched an offline promotional event called the KD CUBE ROOM. Visitors enjoyed exclusive content such as special unreleased videos, new merchandise, and a virtual video call with Daniel. The event was held at the PUMA Apgujeong Store in January and Busan Sports Gwangbok Store in February.[s] The room was limited to 200 people a day.
PUMA’s PD commented on Daniel’s work ethic by posting, “I remember that the staff were cheered up and able to finish the filming happily thanks to Daniel who didn’t lose his smile despite the long hours of shooting at the filming site.”[s]
Muninsa reported that the PUMA collaboration became a hot topic after its release with RS-X CUBE ranking first in the Muninsa Store shortly after launching.[s]
PUMA confirmed a second collaboration for RS 2.0 on August 6 lasting from August 7 to September 9. It delivers a key message: You and I shine like the moon. Not only does it mean a special bond between Kang Daniel and his fans, but it also contains the hope that the artist will always shine brightly like the moonlight that shines silently in the dark. The clothing has Kang Daniel’s birthday and solo debut date.[s]
The collaboration apparel followed a cyan and magenta color scheme.
On March 27, Daniel posted a photo of the cake he received from PUMA with the message: Niel-ah! PUMA will protect you. Let’s always be healthy and happy♡
PUMA gifted him limited edition suede campaign shoes that honored the historic event when Tommie Smith took a stand against racism after winning a 1968 Olympic gold medal. Only 307 pairs exist. 307 was Smith’s Olympic number. Daniel was given the 2nd pair in Korea.