PUMA Brings Back Its Icons to the Middle East

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The sportswear giant is taking its classics  back to the streets; this time with a regional twist. 

The narrative is simple but sharp. These silhouettes that speak attitude reflect a mindset rooted in rebellion and individuality.

The campaign speaks to a generation that refuses to blend in, thrives on questioning conventions, and prefers intent over appearances.

Each shoe in the line carries its own attitude — the Speedcat OG is said to be about precision, the Speedcat Ballet about elegance with edge, the Mostro has one daring DNA, and the H Street strips things down to raw speed and unapologetic minimalism.

To bring the campaign alive, PUMA Middle East worked with a cast of regional talent whose everyday work embodies that defiance. Dany, a barber-turned-model, cuts with style and lives it with every step. Rana, a bioengineer with equal parts grit and flair, translates fearlessness into fashion. Boxer Andy Charanek moves with the discipline of the ring and the confidence of the street. Kade wears individuality like armor, while Lilia Haj, dancer and choreographer, transforms rhythm into rebellion.

The imagery — set against bare walls, tiled courtyards, and architectural backdrops — highlights contrasts: heritage vs. modernity, elegance vs. raw street. 

The result is a campaign that speaks the region’s language while staying tuned to PUMA’s global beat.

For PUMA, this campaign is about proving the longevity of designs that can be reshaped across generations and geographies. By leaning into local creators, the brand makes its classics resonate within a region where tradition and innovation constantly intersect.

And that’s the larger industry point: in a market cluttered with collabs and limited drops, the brands that endure are those whose logos alone carry weight. Nike’s swoosh; Adidas’ three stripes; Converse’s star;. Apple’s bitten fruit...These are few of the brands that mean something even before you read the label.

With this campaign, PUMA reinforces its place in that conversation — Because some sneakers don’t just fit the moment — they outlast it. "They’re Made Different."