PUMA took its new global running campaign, The Runner’s High, to thrilling new heights with a sunrise stunt that’s 219 meters above the ground at the Sky Views Edge Walk, Address Sky View Hotel with XDubai.
With a 4:00 AM kick-off and a strong GO WILD spirit, runners embraced the rush and chased the ultimate Runner’s High. As the city slept, select athletes and influencers gathered for an experience like no other. Against the dramatic backdrop of Dubai’s skyline, treadmills were installed on the Edge Walk’s platform suspended high above the city with a view of Burj Khalifa where participants ran towards the sunrise and the peak of the Runner’s High.
“The creative vision was inspired by PUMA’s new global brand voice, “GO WILD”, which marks the next evolution of the brand’s identity following Forever Faster. The concept was designed to reflect PUMA’s fearless, boundary pushing energy while capturing Dubai’s bold spirit of doing everything bigger, higher, and with flair,” says Jonathan Bannister, Head of Marketing GCC, PUMA.
Launched globally in March, the campaign celebrates the emotional rush and unfiltered joy of running, spotlighting how runners, from everyday enthusiasts to elite athletes, rearrange their lives to chase that Runner’s High. In the Middle East, this global idea was brought to life through a uniquely Dubai lens, taking the Runner’s High beyond limits and above the city skyline.
Johan Kuhlo, Managing Director of PUMA Middle East, said, “For PUMA, running is more than just performance but it’s also about the emotion, the adrenaline, and the rush of constantly pushing and breaking boundaries that comes with it. With this sunrise activation, we took that feeling to new heights quite literally capturing the essence of the Runner’s High above Dubai’s skyline. It was an epic moment that embodied PUMA’s GO WILD energy and our drive to empower runners to feel unstoppable with every stride.”
“It’s that personal high and adrenaline rush that comes with pushing yourself further. Building on PUMA’s global Runner’s High campaign, we wanted to bring the concept to life in a way that resonated locally. In a region defined by ambition, adventure, and pushing boundaries, we chose one of the literal highest points, 219 meters above ground in Dubai, to create an experience that embodies the thrill, freedom, and daring spirit of running,” says Bannister.
With this epic experience PUMA showcased it’s fearless spirit, delivering a bold and venturous experience that literally took runners above the city and marked the launch of the PUMA Velocity NITRO 4, the brand’s latest innovation designed to take running performance to the next level. Engineered with advanced NITROFOAM technology, the shoe delivers improved breathability and the best traction, built for runners who push limits.
The activation brought together an inspiring lineup of athletes and creators which highlighted how the Velocity NITRO 4 is made for everyone. From elite athletes to casual runners, it’s a shoe that empowers all to experience their own version of the Runner’s High.
Among those who took part were Lisa Migliorini known as “The Fashion Jogger”and global marathoner, Abdellatif Adwan, Jordanian athlete and Six World Marathon Majors finisher, Evren Ozka, an entrepreneur and endurance athlete, Ahmed Sam, PT, online coach, and founder of LFG and Andreia Brazier, four-time Fitness Model World Champion. They were joined by leading fitness and lifestyle influencers such as Hana Basrawi, Ahmad Blaibleh, Zeynab El Helw, Shahinaz Al Bouchi and many more, each sharing their one of a kind Runner’s High experience with audiences across the region.
“The profiles that took part in this experience represented a diverse mix, from the professional athletes and casual runners to the lifestyle creators each chasing their own version of the Runner’s High. And through this, we were able to showcase how the Velocity NITRO 4 is built for everyone, supporting runners of all levels to push their limits and experience their personal high. Each participant captured and shared their own authentic reactions and Runner’s high experience with their audiences in the region, therefore amplifying the campaign across channels and inspiring audiences to chase their own Runner’s High,” says Bannister.
By taking The Runner’s High beyond imagination, PUMA redefined what it means to run, blending adrenaline, performance, and emotion to celebrate those who dare to GO WILD and experience the Runner’s High from an entirely new perspective.
The PUMA Velocity NITRO 4 is now available at PUMA stores and PUMA partner retail stores across the region.
Credits:
PUMA:
- Jonathan Bannister – Head of Marketing GCC
- Zarah Rashid- Manager PR GCC
- RafaellaBuzinari – Junior Manager Marketing GCC
- Ben Strasser – Specialist Marketing GCC
- Seif Hany – Integrated Media Manager
- Sheena Arado – Executive Marketing GCC
M+C Saatchi Middle East:
- Nader Akram- Business Director
- Hiba Sabra- Account Director
- Madeline Thomson – Senior Account Executive
- Ahmed Magdy – Senior Account Executive
- Rashmi Jeetendra – Head of PR
- Sydney Miranda – PR Account Manager
- Renad Nahfawi – PR Account Executive
- Cristiano Tonarelli – Executive Creative Director
- Hugo Agostinho – Creative Director
- Wayne Fernandes – Associate Creative Director
- Ashraf Majiet -Head of Design
- Adham Elkhosht – Senior Copy writer
- Nada Selim – Senior Art Director
- Maria Saade – Senior Designer
- Fernando Zornoff – Senior Art Director
- Joao Bastos – Copywriter
- Chris Bickmore – Production Manager
- Saad Shehzad – Associate Creative Director
- Mariam ElNawawy – Content Creator
Production:
- Luv Paras – 43lens | Creative Director
- Naim Chidiac – NCH Studio | Photographer
