PUMA: ‘We understand the needs of the region’

Sports brand PUMA is tapping into the Arab culture and has a limited-edition Emirates-inspired collection designed by local artists

Image source: PUMA

It may be a global sports brand, but PUMA likes to localise things whenever it can.

Last month, it announced the launch of its new drop, in collaboration with local designers Hala Al Qasibi and Noora Makki.

The limited edition RS-X 07 footwear, boasts a design inspired by the sands and spirit of the seven Emirates and will be sold exclusively at Dubai Mall and PUMA.com.

It followed a design competition held at Sole DXB, Dubai’s annual cultural and creativity event.

PUMA invited designers and artists to participate with the finalists chosen by the public, Al Qasibi and Makki, students at the Dubai Institute of Design and Innovation (DIDI).

The RS-X 07 collection is a celebration of the culture and country, drawing on the UAE itself and infusing imagination and innovation with local talent.

It also illustrates the country’s landscapes, incorporating materials, patterns and colours associated with its diverse culture and heritage.

Image credit: PUMA

Hala Al Qasibi said: “The fact that we have an opportunity like this, and we could design a shoe that represents so much of ourselves and our culture, I think was the best thing that could have happened in our journey.”

Murat Dulge, PUMA head of marketing Middle East, added: “This collaboration represents the true meaning of integration, celebrating the UAE’s proud spirit and infusing it within the PUMA brand.”


PUMA works with influencers who resonate with its identity and brand. These include fitness trainers, running athletes and football players to sportstyle content creators, artists and musicians. “Our repertoire of talent is vast and expands across key markets in the Middle East.”

Recent campaigns also include influencers but also individuals thriving within their category and inspiring others to do the same. These include the likes of Aziza who is Lebanon’s fastest female runner in the country’s history.

PUMA says it understands the needs of the region and wants to cater to the ever-growing modest community, and is seeing bigger demand across all performance categories including activewear modest women globally.

Brand positioning

Nike and adidas are the top dogs in terms of market share, forcing brands like PUMA to position itself as a viable alternative.

“Our DNA consists of being joyful, determined, brave and confident, and that reflects not only in the products we develop but the initiatives we bring to life and the ambassadors we partner with.”

These include iconic names such as Rihanna, Usain Bolt, Neymar Jr, Asap Rocky and Dua Lipa. “Through the years, we have worked with absolute legends and designed true product icons.

“We reflect their visions, hopes, dreams, and characteristics in everything we do as a brand.”