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 pair and be a part of a growing community of Speedcat enthusiasts.” said Zarah Rashid, Marketing Manager, Puma Middle East.
The brand designed two localised activations to capture the subcultures of Dubai and Saudi Arabia and bring the shoe to consumers in the region. In Dubai, Puma collaborated with restaurant Lulu & The Beanstalk to create the Speedcat Menu—a limited-edition culinary experience running from 5 – 8 February. Diners ordering one of five specially curated combos receive a scratch card with a chance to win a free pair of Speedcats, distributed on a first-come, first-served basis.
Puma intentionally chose the venue as it aligns with the brand’s ‘energy, cultural relevance, and ability to bring people together in an immersive way.’
“Whether it’s a space tied to sports, fashion, or street culture, our goal is always to connect authentically with consumers where they feel most engaged. The intended outcome is to reinforce our brand positioning, drive meaningful interactions, and leave a long lasting impact beyond just the activation itself, while connecting in real life with our community,” said Rashid.
Over in Saudi Arabia, the spotlight shifts to art and culture. In collaboration with artist Rex Chouk—known for his bold portrayals of Saudi life—Puma has introduced the Chouka Speedcat Vinyl Figure.
The collaboration aims to reflect Puma’s commitment to supporting regional artists and providing exclusive, collectible pieces for sneaker enthusiasts and street art lovers.
This limited-edition collectible, which debuts at Red Sea Mall in Jeddah, Solitaire Mall in Riyadh, and Nakheel Dammam between February 6th and 24th, fuses street art with sneaker culture, offering enthusiasts a tangible piece of the Speedcat legacy.
“We ensure our brand isn’t just present but deeply embedded in the sporting and cultural fabric of the region. Additionally, our marketing approach blends global appeal with localised narratives, ensuring we speak to our consumers in a way that feels personal and meaningful,” said Rashid.
Rashid goes on to say that experiential marketing is at the core of Puma’s engagement strategy in the Middle East. “We believe that consumers connect with brands through emotions and experiences rather than just products,” she said.
In the future, audiences can expect Puma to continue to create immersive experiences that blend sport, fashion and culture through partnerships with creative talent in the region across various mediums. The brand hopes to incorporate an integrated approach “that blends digital, physical, and cultural touchpoints to drive both brand love and business growth,” Rasha explained.
Credits:
Client: Puma
Experiential agency: Cookadoodle Studio
PR and influencer marketing: M&C Saatchi
