PUMA Unleashes Low Profile Icons in the Middle East with Bold New Campaign

PUMA Reimagines Its Low Profile Icons in the Middle East Dubai, United Arab Emirates – 25 September 2025 – PUMA has introduced a fresh narrative for its iconic low profile silhouettes — the Speedcat OG, Speedcat Ballet, Mostro, and H Street — by rolling out a striking campaign across the Middle East. This reimagined vision spotlights a generation that challenges convention, creating a style movement rooted in individuality, attitude, and rebellion. These sneakers go beyond their sleek design. They carry a mindset that resonates with the youth of today — fearless, forward-thinking individuals who push boundaries and shun conformity. This generation isn’t content with the status quo. They invent, break molds, and move with conviction. To them, purpose weighs more heavily than appearance, and their presence is impossible to ignore. They aren’t just different — they’re Made Different. Each style in the collection speaks to a distinct element of this ethos. The Speedcat OG channels precision and fearless energy, while the Speedcat Ballet merges refined elegance with street-laced boldness. The Mostro projects a daring silhouette that’s unmistakably ahead of its time, and the H Street dials into an unfiltered, unapologetically raw essence — a stripped-down take on fast-moving street style. To bring this message to life, PUMA collaborated with a cast of Middle Eastern creatives who personify this spirit through both craft and character: Dany, a barber and model, showcases unapologetic self-expression, with a presence that slices through conventions. Rana, a bioengineer, refuses to separate aesthetic from intellect, merging brains with boldness in her every stride. Andy Charanek, a professional boxer, brings the focus of a fighter and the swagger of a champion, proving strength is as mental as it is physical. Kade, whose bold sense of style acts as a mirror to her authentic individuality, commands attention with unshakable presence. And Lilia Haj, a Mayyas dancer and choreographer, transforms movement into message, dancing her truth into every rhythm. The campaign transforms these sneakers into more than footwear — they become immersive tools of expression. From back-alley strolls to high-energy performances, every pair is lived in, moved in, and dreamt in. Shot against raw, urban landscapes, the visual narrative is a confluence of streetwear and sophistication, heritage and modern defiance. It reflects the dynamic energy of a region where tradition meets transformation, and where cultural identity evolves through creativity. By linking with local talent, PUMA ensures that while this collection is born from global DNA, its resonance is exceptionally regional. In reaffirming its commitment to authentic storytelling and bold design, PUMA’s campaign positions its low-profile icons as symbols of distinction. These silhouettes are for those who won’t conform — because some aren’t made to fit in, they’re Made Different. Team V.DIR-EM-UAE