PUMA, in collaboration with M&C Saatchi Middle East, has launched 'Play The City', a thrilling initiative celebrating the unsung heroes of street cricket across the region.
By highlighting the passion and community spirit of those who play the game outside the spotlight, 'Play The City' is designed to empower grassroots talent and showcase the cultural significance of street cricket in UAE.
The agency vision for the 'Play The City' initiative with PUMA was rooted in addressing a key challenge within street cricket in the UAE.
Despite the sport's immense popularity, many players in the community struggle to find accessible spaces to play. Recognizing this, M&C Saatchi Middle East and PUMA aimed to shine a light on street cricket by making it accessible to everyone and celebrating the passion of players, regardless of location. By focusing on this grassroots aspect of the game, they saw an opportunity to connect deeply with local communities, amplifying the voices of players and honoring their dedication.
The 'Play The City' initiative includes two captivating docuseries that explore the lives of players from local teams like Blitz Boss Royals, Dubai Commandos, Hashmi CC, Little Masters, OGS X1, and United Pro X1. Set against the backdrop of Dubai’s urban landscape, these players transform everything from parking lots to sandy patches into unofficial cricket grounds, wearing everything from track pants to kurta-pyjamas.
To further enhance the campaign, M&C Saatchi Middle East supported PUMA by creating custom-designed jerseys inspired by each team’s local neighborhoods, blending community pride with street-ready style.
Beyond just gear, they’ve taken taken a significant step by mapping the teams’ pitches on Google Street View, giving these grounds permanent recognition. This allows players to claim their home turf with the same pride as professional teams do with their iconic stadiums.
“Our vision for ‘Play The City’ was to create something far more meaningful than traditional advertising,” said Dario Albuquerque, Executive Creative Director at M&C Saatchi.
“Having been rooted in the UAE for years, we’ve developed a deep understanding of its culture, and this initiative reflects that connection. Street cricket here represents resilience, community, and an unfiltered love for the game. We wanted to honor that spirit by telling authentic stories that resonate with the people and communities we work with. For us, it’s not just about celebrating the game—it’s about showcasing the heart and soul of those who bring it to life on the streets every day.”
“PUMA’s commitment to sports is at the core of everything we do,” said Ricardo Amaral, Head of Marketing GCC, spokesperson for PUMA.
“Collaborating with M&C Saatchi Middle East on the ‘Play The City’ initiative allowed us to go beyond simply supporting street cricket players—we aimed to give them the recognition they truly deserve. From designing custom jerseys inspired by their local neighborhoods to mapping their pitches on Google Street View, we are ensuring that these athletes are celebrated just like professionals. M&C Saatchi Middle East ‘s deep understanding of the local culture has been instrumental in bringing this vision to life.”
As 'Play The City' gains momentum, PUMA is set to expand its focus on grassroots sports globally. Whether it’s football, basketball, or rugby, PUMA says it is keen to honor the resilience and creativity of local sports heroes who transform urban spaces into vibrant arenas of competition and camaraderie.
