As part of its “Proud of the UAE” initiative, PUMA Middle East launched a series of community-led activations across Dubai and Abu Dhabi, bringing people together through movement while spotlighting the local businesses and communities that continue to shape the country’s culture and spirit.
Rooted in unity, resilience, and community connection, the initiative celebrated the power of movement to reconnect people and support the homegrown spaces at the heart of everyday life in the UAE.
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“As part of the government’s “Proud of the UAE” initiative, we wanted as PUMA Middle East to contribute through our own campaign that felt rooted in the communities and local businesses that shape everyday life across the country. The objective was to give back to the spaces and communities that people genuinely connect with, as well as showing up in a meaningful way that creates real value that is beyond product but more people centric,” says Jonathan Bannister – Head of Marketing GCC, Puma
A campaign rooted in community and storytelling
The campaign rolled out through a combination of storytelling-led content and community activations across Dubai and Abu Dhabi.
The initiative was brought to life through a city-led film capturing the energy and rhythm of Dubai through the journeys of two individuals moving across familiar streets, neighbourhoods, and shared spaces that reflect daily life in the UAE. The film speaks on a communal gathering, symbolising connection, togetherness, and the spirit of continuing to move forward collectively.
The film was then supported by on-ground community events including runs and boot camp sessions hosted in collaboration with the local businesses and social groups.
PUMA Middle East partnered with local communities and businesses across three movement-focused events. In Dubai, a 5KM community run hosted alongside LFG and Mihbash brought participants together from Mihbash in Jumeirah through Kite Beach’s running track, before returning to the café where the evening continued over food, beverage, and music.
In Abu Dhabi, PUMA Middle East collaborated with West to West and Vitamin Well for a community run at Masdar Park, extending the initiative through to another community-led gathering. The initiative concluded with a bootcamp hosted alongside LFG, The Circuit Factory, and Akhu Manoushe, closing the series with an energetic session centred around movement and community.
Content from each moment was amplified across social media platforms helping extend the campaign organically through the communities involved.
“Throughout the campaign, we prioritised community credibility over product visibility and thus collaborated with local creatives, runners, athletes, and community members who are already deeply embedded within the UAE’s fitness and lifestyle spaces. This approach created a strong sense of familiarity and relevance, with the film feeling like a natural reflection of everyday life in the UAE. As a result, participation felt more organic, and the campaign resonated more meaningfully both on-ground and across social platforms,” says Bannister.
“The strategy focused on creating experiences that felt genuinely real to our community. This was not about large scale commercial messaging at all, but rather about real people, familiar neighbourhoods, and partnerships with homegrown businesses and community groups,” says Bannister.
He adds, “Movement became the natural connector across the campaign because it reflects both PUMA’s brand DNA and the way we’ve seen communities in the UAE come together socially. Whether through running, training, or gathering after an activity, the campaign was designed to create spaces for connection and support. The storytelling was intentionally human and relatable, capturing everyday moments and environments that people across the UAE recognise and connect with.”
Through these partnerships, PUMA Middle East aimed to spotlight and support local businesses while creating authentic moments rooted in community spirit. More than a series of fitness activations, the initiative reflected a shared appreciation for the UAE, its people, and the communities that continue to move it forward every day.
Credits:
Puma Middle East:
- Jonathan Bannister – Head of Marketing GCC
- Zarah Rashid- Manager PR GCC
- Daniel Oderinde – Manager Performance GCC
- Ben Strasser – Specialist Marketing GCC
- Seif Hany – Integrated Media Manager
- Sheena Arado – Executive Marketing GCC
M+C Saatchi Middle East:
- Rola Slim – Senior Account Manager
- Holly Jhoolun – Account Executive
- Lavishka Wadhwa – Social Media Manager
- Adham Elkhosht – Senior Copy Writer
- Nada Selim – Senior Art Director
- Lama Assaad – Design Director
- Alston Rodrigues – Senior Designer
- Giulia Battista – Junior Art Director
- Rashmi Jeetendra – Head of PR
- Sydney Miranda – PR Account Manager
- Renad Nahfawi – PR Account Executive
- Chris Bickmore – Production Manager
- Saad Shehzad – Associate Creative Director
- Mariam ElNawawy – Editor
- Jose Romualdez – Senior Editor
- Avinash Kumar – Editor
Production:
- Luv Paras – Director
- Naim Chidiac – Photographer
- Musthafsheer – Camera operator-
- Hasif Muhammed – 1st AC
- MOHAMMED SWOFAF – 2nd AC
- Jesse – Photo Assistant
- Fayas – Editor
- Abdelsalam Badran – Location manager
Local partners:
- LFG
- Mihbash
- West t West
- Vitamin Well
- Masdar Park
- The Circuit Factory
- Akhu Manoushe
