One of the world’s largest Sportlifestyle and footwear providers, Puma is launching its most iconic low-profile models, the Speedcat OG, Speedcat Ballet, Mostro, and H Street in the Middle East.
Puma’s sneakers are more than just footwear; they embody a mindset. Its sneakers are designed to the theme of today’s youth; therefore, intent is more to them than mere appearances, and whether you like them or not, you may well be drawn to them.
Puma’s Speedcat OG is fast with smooth precision and fearless aggression, the Speedcat Baller combines sophistication with a confident, street-ready swagger, the Mostro is a breaker of the rules, with its brash, future-shock attitude, and the H Street is a bare-bones skater that reinvents the fast and unapologetic attitude of skateboarding.
This ethos was realized in the Middle East by a cast of regional talents whose appearance carries this attitude in each frame.
Some of the prominent figures of social media and celebs, Dany, a fashion stylist, barber, and a model, is a throb of uncompromising expression that is visible in each of his movements. Rana is a bioengineer who sets her own rules and is not afraid of anything as long as she makes every step a statement in terms of aesthetics and attitude.
Andy Charanek is a professional boxer whose walk is that of a fighter, whose body language is that of a champion, who is defiant both on the inside and the outside.
Kade, whose presence and aggressive style give each moment a sense of her personality. And lastly, Lilia Haj, a Mayyas dancer and choreographer, makes rhythm and movement her language of self-expression.
This campaign captures the manner in which the sneakers are alive in each moment. They get entangled with the beat of everyday living and create a place where style is a reflection of identity. The images, combined with gritty urban scenery, juxtapose street style with sophistication, and tradition with subversiveness.
Each shot echoes a heartbeat of the area, a place where modernity and tradition go hand in hand, and the place forms a cultural energy that cannot be ignored.
Through its partnerships with local creatives, PUMA guaranteed that the campaign is locally relevant but has a globally understood language.
With this notion, PUMA reaffirms that its low-profile line is a symbol of uniqueness and a generation that does not want to be put in a box, due to the fact that not everything is created to fit in; they are ‘Made Different’.
