PUMA welcomed Qatar’s running community to an unforgettable shakeout run experience at Khalifa International Stadium, created in partnership with the Qatar Athletics Federation. The activation brought together members of the public, athletes, creators, and sports enthusiasts from across the country, transforming Doha into a vibrant celebration of movement, performance, and community spirit.
What began as a 1.5km shakeout run quickly escalated into an iconic sporting moment as the fastest man in the world and global sprinting legend Usain Bolt made a surprise entrance, sparking excitement across the stadium.
Bolt showed up and stayed to cheer on participants who took part in the friendly 100m Bolt sprint challenge, with separate men’s and women’s heats, giving everyday runners the chance to compete on the same track where some of the world’s best have made their mark, before then joining sports and media personality Hadeel Riyad for an engaging Q&A session. Attendees also had the opportunity to trial the latest PUMA NITRO running innovations through the on-site NITRO Van, selecting footwear tailored to their running needs.
The energy was amplified by the presence of distinguished athletes including Qatari Olympic and World Champion, Mutaz Barshim and PUMA Middle East athletes and top regional content creators, and others were also in attendance, capturing and sharing the excitement with their audiences.
With partners including Red Bull, Oakberry and Burgeri, giveaways, and a fully immersive on-ground setup, the event attracted a remarkable turnout from Qatar’s running community, reinforcing PUMA’s growing role in the region’s running landscape.
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The momentum continued to the next day as Usain Bolt visited Newton International Academy Lusail and took the students through a fun activity that got them moving, and later officially opened PUMA’s new store in Doha Festival City, marking a significant milestone in the brand’s regional expansion. Usain Bolt also met fans during an exclusive public meet-and-greet at the store, further cementing the brand’s presence and strengthening its connection with the local community.
Johan Kuhlo, Managing Director of PUMA Middle East, said, “Qatar has one of the most passionate and fast-growing running communities in the region, and our goal continues to be supporting, elevating, and being part of it. Bringing Usain Bolt to Doha was an incredible moment, not just for the brand, but for the community, and a way of giving back to people who show up with so much energy. Seeing everyday runners, kids, and seasoned athletes share the same space is exactly what running is about, and it’s what PUMA will continue championing here in Qatar.”
This activation forms part of PUMA’s wider commitment to expanding its running strategy beyond just the UAE and into other key GCC markets such as Qatar, home to one of the region’s most prominent World Athletics, validated races. In November, as part of Dubai Fitness Challenge, Puma partnered with homegrown social club LFG for a weekend of running and community.
Running communities are offering brands a clearer view of behaviour, identity and loyalty across the region. By collaborating with iconic athletes like Usain, Mutaz, and regional sports talent, brands are creating engaging experiences that deepen relationship with the community and celebrates the running culture across the region. Previous Campaign Middle East’s coverage looks deeper into the insights that are gained from these running communities and why brands are choosing to be a part of this initiative.
