PUMA Middle East has launched a campaign to showcase its low profile silhouettes in the Middle East.
With a brief set to position the low profile collection as a statement of individuality and cultural relevance, the campaign intends to resonate with audiences who value authenticity and self-expression.
“PUMA’s Speedcat OG, Speedcat Ballet, Mostro, and H Street are made for those who live by their own terms, making choices that reflect their individuality,” says Zarah Rashid, PR Manager – GCC, PUMA Middle East.
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Therefore, the campaign taps five micro-influencers: Dany, Rana, Andy Charanek, Kade and Lilia Haj, each of whom bring their individualistic personality to the table.
“Micro-influencers are among these voices, they embody this mindset while also representing everyday consumers,” says Rashid. “They live in the same urban streets, share similar lifestyles, and make choices that mirror the values of self-expression and authenticity.”
Based on the insight that ‘today’s generation value depth and authenticity’, the campaign, aptly titled ‘Made Different’, aims to highlight footwear that reflects individuality and self-expression.
“The [campaign] strategy aims to connect with a generation that refuses to conform, to build cultural relevance in the Middle East, and to make our footwear more than a style statement but an expression of identity,” adds Rashid.
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Each of the regional micro-influencers were specifically chosen to cover a diverse spectrum of self-expression and style, therefore aiming to build a strong association between the PUMA low profile collection and individuality.
The campaign’s cast includes:
- Dany, a Lebanon-based barber who brings ‘unapologetic expression in every step he takes’,
- Rana, a bioengineer who defies expectations in both science and fashion,
- Andy Charanek, a professional boxer that channels focus and confidence.
- Kade, a fashion-influencer who ‘makes every moment feel like a reflection of her individuality’.
- And finally, Lilia Haj a Mayyas dancer and choreographer, who ‘transforms rhythm and movement into her language of self-expression’.
“Collectively, they bring the campaign to life, bridging creativity, courage, and authenticity which are central values to PUMA’s narrative and our Low-Profile Collection,” says Rashid.
Made Different has been developed in partnership with white-label production partner YUNG Magazine, who Rashid says, “provided production expertise and connected the campaign with the regional talents.”
Furthermore, Rashid adds that “creative, social strategy, and influencer coordination,” were “seamlessly integrated to align with PUMA’s vision, ensuring that the campaign resonates locally while maintaining a global appeal.”
Finally, in terms of results, Rashid says, “While the campaign has only just gone live, the response has been overwhelmingly positive, with content resonating strongly, generating excitement, and sparking organic interest from consumers, influencers, and the wider community.”
Credits
PUMA Middle East:
– PR Manager GCC – Zarah Rashid
Photography:
– YUNG Founder: Sandra Yeghiazarian
– YUNG Producer: Lana Shash
– YUNG Creative Director: Saif Hidayah
– YUNG Creative Assistant: Maya Maged
– Co Producer: RAJA ZGHEIB
– Photography: YASMINA HILAL
– Styling: YARA GHAOUCH
– Makeup: SHARBEL HASBANY
– Hairstylist: WAEL SALLAM
– Groomer: WADIH RBEIZ
– Photography Assistant: MOHAMAD SOBH
– Styling Assistant EMILE MAROUN
– Make Up Assistant: HAWRAA DAKAK
– Production Manager: AYMAN DOUBIAINE
– Unit Management: MRAD COMPANY
– SET MANAGER: Ayman Debian
– Location Scout: Picture House LB
Videography:
– YUNG Founder: Sandra Yeghiazarian
– YUNG Producer: Lana Shash
– YUNG Creative Director: Saif Hidayah
– YUNG Creative Assistant: Maya Maged
– Co Producer: RAJA ZGHEIB
– Photography: YASMINA HILAL
– Styling: YARA GHAOUCH
– Makeup: SHARBEL HASBANY
– Hairstylist: WAEL SALLAM
– Groomer: WADIH RBEIZ
– Photography Assistant: MOHAMAD SOBH
– Styling Assistant EMILE MAROUN
– Make Up Assistant: HAWRAA DAKAK
– Production Manager: AYMAN DOUBIAINE
– Unit Management: MRAD COMPANY
– SET MANAGER: Ayman Debian
– Director & DOP: ELIE FAHAD
– First Assistant Director: HAZAR BOUCHAKRA
– First Camera Assistant: JOE KAMOUH
– Second Camera Assistant: WASSIM SAAD
– Location Scout: Picture House LB
PR Agency – M+C Saatchi Middle East:
– Public Relations Director: Rashmi Jeetendra
– Public Relations Account Manager: Sydney Miranda
– Public Relations Account Executive: Renad Nahfawi
