Dubai, United Arab Emirates – 23rd September 2025 – PUMA is spotlighting its iconic low profile silhouettes, the Speedcat OG, Speedcat Ballet, Mostro, and H Street in the Middle East by celebrating a generation that simply chooses to challenge the rules rather than accept them.
Daring and rebellious, these sneakers are more than just footwear, they embody a mindset. Today’s youth questions, explores, and pushes boundaries, and when answers fall short, they don’t settle but rather they defy and create their own rules. To them, intent matters more than just appearances, and whether you admire them or not, you certainly can’t ignore them. They move with purpose, and they’re here to stay. They are, simply Made Different.
The Speedcat OG moves with sleek precision and fearless energy, the Speedcat Ballet blends refined elegance with a bold, street-ready edge, the Mostro pushes boundaries with its daring, ahead of its time attitude, and the H Street strips style back to its raw, fast and unapologetic essence.
This ethos came to life in the Middle East through a cast of regional talents whose presence embodies this attitude in every frame. Dany, shapes style as a barber and owns it as a model, a pulse of unapologetic expression that shows in every step he takes. Rana, a bioengineer defining her own rules, fearless in both aesthetic and attitude turning every step into a statement. Andy Charanek, a professional boxer that moves with the focus of a fighter and the confidence of a champion, embodying defiance inside and out. Kade whose presence and bold style makes every moment feel like a reflection of her individuality. And finally, Lilia Haj a Mayyas dancer and choreographer, transforming rhythm and movement into her language of self-expression.
The campaign captures how the sneakers live within every moment. They’re not just worn, but experienced. They’re walked in, played in, danced in, even dreamed in. They become part of the rhythm of daily life, carving out a space where style becomes a reflection identity.
The visuals, set against raw urban backdrops, collide streetwear with elegance, and heritage with edge. Every shot reflects a pulse of the region, a place where modernity and tradition constantly intersect, creating a cultural energy that is impossible to ignore. By collaborating with regional creatives, PUMA ensured that the campaign resonates locally while speaking a global language.
Through this concept, PUMA reaffirms that it’s low profile collection is an emblem of individuality and a generation that refuses to be boxed in. Because some things aren’t made to fit in, they’re Made Different.