Creative Featured Marketing The Work

Shantelle Nagarajan

posted on Feb. 07, 2025 at 4:23 pmFeb 10, 2025

Puma spotlights regional sub-culture to relaunch its Speedcat

Shantelle Nagarajan

posted on Feb. 07, 2025 at 4:23 pmFeb 10, 2025

Puma has relaunched its Speedcat shoe with localised experiential activations in the UAE and Saudi Arabia.

The Puma Speedcat takeover at Lulu & the Beanstalk

Puma has set up activations in the UAE and Saudi Arabia in an effort to form personal connections with consumers in the region in light of the relaunch of its Speedcat shoe.

Pulled from the Puma archive for its 25th anniversary, the Puma Speedcat was reintroduced in the summer of 2024 with immediate celebrity co-signs and sell-out appeal. To bring this hype to the region, the brand took a personal route.

“There’s been a big focus globally on the launch of Speedcat and everyone was aware they’d dropped; but we needed to give them a reason to want to own a

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Tags:activation experiential Lulu & The Beanstalk Puma Rex Chouk Saudi Arabia Speedcat UAE Zarah Rashid

the authorShantelle Nagarajan

Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.