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PUMA Middle East brought together fitness, community and local partnerships across Dubai and Abu Dhabi as part of its “Proud of the UAE” initiative.

How PUMA turned movement into a community-led UAE campaign

adidas launched Adizero Pasta in Dubai, offering runners a limited-edition pasta experience as part of the pre-race ritual.

adidas served up pasta in a simple pre-race activation

PUMA brought Qatar’s running Community together in a celebration of movement and community with surprise appearance from Usain Bolt.

Qatar’s running community goes full sprint with Usain Bolt

Running communities are offering brands a clearer view of behaviour, identity and loyalty, turning participation into insight across the region.

From running clubs to research labs: how brands are learning on the ground

PUMA continues to take Dubai’s running culture to new heights through a new partnership with LFG Dubai, a homegrown fitness and social club.

Puma partners with homegrown social club LFG, bringing running culture in Dubai

#KeepTheRunsOn during Ramadan, by 5:30 RUN and ASICS Middle East

THE WORK

Lemon Mint music release, You Can’t Break Dubai is a bold and emotionally driven track that celebrates resilience, ambition, and spirit.

Lemon Mint unveils new anthem ‘You Can’t Break Dubai’

The Answer is Yas

Advertising Creative Digital Digital Featured Marketing Media News Social The WorkJun 16, 2026

Yas Island’s ‘The Answer is Yas’ campaign drives 441 per cent surge in package search

Al Haboob

Advertising Creative Featured Marketing Social Media The WorkJun 16, 2026

Shantelle Nagarajan

Al Haboob turns a racing camel into the World Cup’s unlikeliest pundit

Cannes Lions 2026 contenders

Advertising Creative Digital Editors' Picks Featured Marketing Media News The WorkJun 16, 2026

Cannes Lions 2026: Comprehensive list of top MENA contenders and campaigns

F-PACE

Creative Featured The WorkJun 11, 2026

Shantelle Nagarajan

Home of Performance creates bespoke identity for final F-PACE launch

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