PUMA, in collaboration with M&C Saatchi Middle East, has launched its ‘Play The City’ initiative to celebrate the unsung heroes of street cricket across the region, connect with hyper-local communities, and highlight the passion of those who play the game of cricket outside the spotlight.
The “Play The City” initiative aims to empower grassroots talent and showcase the cultural significance of street cricket in the UAE.
Despite the sport’s immense popularity, many players in the community struggle to find accessible spaces to play. Recognising this, M&C Saatchi Middle East and PUMA aimed to shine a light on street cricket by making it accessible to everyone and celebrating the passion of players, regardless of location.
By focusing on this grassroots aspect of the game, M&C Saatchi Middle East and PUMA saw an opportunity to connect deeply with local communities, amplifying the voices of players and honouring their dedication.
“PUMA’s commitment to sports is at the core of everything we do,” said Ricardo Amaral, Head of Marketing GCC, and the spokesperson for PUMA in the region. “Collaborating with M&C Saatchi Middle East on the ‘Play The City’ initiative allowed us to go beyond simply supporting street cricket players — we aimed to give them the recognition they truly deserve.”
“From designing custom jerseys inspired by their local neighbourhoods to mapping their pitches on Google Street View, we are ensuring that these athletes are celebrated just like professionals. M&C Saatchi Middle East ‘s deep understanding of the local culture has been instrumental in bringing this vision to life,” Amaral added.
The ‘Play The City’ initiative includes two docuseries that explore the lives of players from local teams like Blitz Boss Royals, Dubai Commandos, Hashmi CC, Little Masters, OGS X1, and United Pro X1.
Set against the backdrop of Dubai’s urban landscape, these players transform everything from parking lots to sandy patches into unofficial cricket grounds, wearing everything from track pants to kurta-pyjamas.
To further enhance the campaign, M&C Saatchi Middle East supported PUMA by creating custom-designed jerseys inspired by each team’s local neighborhoods, blending community pride with street-ready style.
Beyond just gear, these grounds were mapped on Google Street View to offer them permanent recognition. This allows players to claim their home turf with the same pride as professional teams do with their iconic stadiums.
“Our vision for ‘Play The City’ was to create something far more meaningful than traditional advertising,” said Dario Albuquerque, Executive Creative Director at M&C Saatchi.
“Having been rooted in the UAE for years, we’ve developed a deep understanding of its culture, and this initiative reflects that connection. Street cricket here represents resilience, community, and an unfiltered love for the game. We wanted to honor that spirit by telling authentic stories that resonate with the people and communities we work with. For us, it’s not just about celebrating the game—it’s about showcasing the heart and soul of those who bring it to life on the streets every day,” Albuquerque concluded.
As “Play The City” gains momentum, PUMA is set to expand its focus on grassroots sports – whether it is football, basketball, or rugby – globally.
