PUMA celebrates the launch of new City Walk store featuring a new Field of Play

PUMA, one of the world’s renowned sports apparel brands, announced the opening of its latest Dubai store at the popular City Walk location, one of Dubai’s prime retail destinations. The 432.75 sqm retail space is the brand’s 4th store to open in the UAE this year, and will be home to some of the sports giant’s most sought-after product lines.The City Walk store will also highlight a new “Field of Play” concept, the first of its kind globally for PUMA. The premium store features clean, open lines throughout to showcase PUMA’s signature trends and technologies in footwear, apparel, and accessories across performance, lifestyle, team sport, motorsport, basketball, and kids categories.PUMA Middle East General Manager Taner Seyis commented on the launch of the store saying: “We are very excited for the expansion of our retail spaces in one of the region’s prime retail areas bringing the region’s shoppers products they love from iconic partnerships and limited collections. This retail space will be our 4th to open in the UAE this year, reaffirming our commitment to PUMA Middle East’s fast-paced growth in the region. This expansion comes as part of our strategy tailored to meet local consumers’ demands in prime areas of the city, following our plans to double PUMA’s retail footprint in the Emirates in 2024.”PUMA’s City Walk store will include a designated space for PUMA’s “Select Collection” giving the brand’s fans access to items from some of its exclusive collaborations with innovative sports and apparel brands such as FENTY, PLEASURES, and RHUIGI and features apparel tailored to all genders, age groups, and sports interests.

Fenty and Puma to unveil fresh line of shoes

Fenty and Puma are set to unveil a fresh line of shoes and other products as part of their renewed collaboration. Under Rihanna's creative direction, this partnership promises a distinctive and influential touch. The Avanti, a fusion of Puma's King soccer shoe and Easy Rider running shoe, emerges as a captivating and stylish addition to the collection.Rihanna's aspiration to infuse street fashion with iconic elements from Puma's archives, drawing inspiration from the legendary Pelé and the iconic Avanti shoe, adds a layer of significance and nostalgia to the project. Building on the success of their previous collaboration, which significantly boosted Puma's sales over its four-year span, the anticipation is palpable for the continuation of this creative alliance, hinting at the potential for more groundbreaking and iconic designs in the years ahead.Maria Valdes, Chief Product Officer at PUMA, expressed her excitement about the collaboration, stating, “It’s been such an exciting start to our partnership. We spent time together opening up the PUMA archive and identifying the right product that spoke to Rihanna. The Avanti is a PUMA classic with a unique and iconic point of view on terrace. I’m very happy to see this project come to life and even more excited for what the coming years have in store for us together.”Furthermore, the collaboration is marked by a deliberate effort to explore Puma's archive, ensuring that the selected products align with Rihanna's creative vision. This approach underscores a thoughtful and collaborative endeavor to introduce unique and meaningful products to the market.Devotees of Fenty and Puma can anticipate the release of new products and eagerly await the unfolding chapters of this multi-year partnership, brimming with potential for innovation and iconic designs.

StickyGinger launches PUMA and Warehouse Gym partnership

Dubai-based Media and PR company StickyGinger has unveiled a comprehensive campaign to celebrate the official partnership between PUMA and Warehouse Gym. The campaign encompasses a cross-location branding strategy, a conceptual promotional film, and interactive consumer-facing activities.The unique co-branding system for this new partnership takes inspiration from the nine distinct Warehouse Gym locations scattered across Dubai. Each location mirrors the diverse landscape of the city while maintaining the unmistakable Warehouse Gym quality. This branding approach seeks to capture and reflect this uniqueness.To kick off the partnership in style, StickyGinger introduced an innovative retail activation concept, a first of its kind. The "Burn And Earn" event at Warehouse Gym encouraged people to sweat it out and earn PUMA Coins, lasting for just three days. Rooted in a blend of challenges, tangible rewards, and collaboration, this activation, known as "The WORK-SHOP," brought to life PUMA's commitment to being "FOREVER FASTER" and highlighted the shared journey of PUMA and Warehouse Gym. Participants were motivated to push their limits and surpass their personal bests.During the three-day activation, "The WORK-SHOP" drew over 600 participants who collectively burned an impressive 200,000+ kcals. As a result, they earned a significant number of PUMA Coins, which granted them exclusive rewards. These rewards included a signed Al Hilal shirt, an all-expenses-paid trip for two to the Al Hilal vs. Al Nassr match, a one-year membership for Warehouse Gym Al Quoz, and the latest apparel, accessories, and sneakers from PUMA.  Lucy Freeman, co-founder of StickyGinger, commented: “At StickyGinger, we pride ourselves on our ability to creatively fuse any brand’s identity and ethos into an innovative result driven and creative ideas. From the innovative branding approach to establish the partnership through design, to the consumer-facing WORK-SHOP concept, where we transformed fitness into a gamified experience, we looked to expand creative boundaries as well as showcase our capabilities as an agency in crafting comprehensive campaigns. We redefined the fitness landscape, offering a fresh perspective on wellness, highlighting the strength of inventive thinking in today’s evolving consumer landscape.”

Leo Burnett wins PUMA account for the Middle East

Leo Burnett MEA, a leading advertising agency under Publicis Groupehas been appointed the ‘Power of One’ Lead Agency for PUMA, one of the world’s leading sports brands, covering Creative, Media Buying & Planning and PR.The ‘Power of One’ is an approach which consolidates the capabilities of the Groupe into a seamlessoffering. Through this model, Leo Burnett will draw upon the expertise and talent of the Groupe toprovide an integrated marketing solution for PUMA. This includes market strategy, creativecommunications, media campaigns, brand and product positioning and PR.Commenting on the partnership, Nathalie Gevresse, CEO of Publicis Communications UAE said, “Weresonate strongly with PUMA’s values of performance and innovation, so we’re thrilled to partnerwith a brand we can push the boundaries with. Fuelled by the ‘power of one’, we will look to furtherelevate and expand the PUMA brand across the region through disruptive creativity, impactfulconsumer engagements and media that scales.”“Leo Burnett’s proven track record and deep understanding of this market make them the idealagency partner of choice to help us amplify the PUMA brand and help us better connect with ourconsumers. Their unique ‘Power of One’ proposition will allow us to leverage the best of data,creativity and tech to deliver impactful campaigns and further strengthen our position as a leader inthe sports industry,” said Murat Dulge, Head of Marketing, PUMA Middle East.Leo Burnett was appointed Agency of Record after a competitive pitch process involving multipleagencies. The agency’s robust creative approach and strategic thinking earned them theappointment.