PUMA taps emotional appeal with Harry Potter collaboration
PUMA and Warner Bros. Discovery Global Consumer Products has brought the magical world of the Harry Potter franchise to life with a limited-edition collection. Inspired by PUMA's sports heritage and driven by consumer-led design, the partnership comprises apparel, footwear, and accessories that are designed around two of Hogwarts' iconic houses, Gryffindor and Slytherin.
Featuring richly detailed designs that take cues from the Hogwarts Quidditch pitch, the collection features tracksuits, jerseys, hoodies, t-shirts and two reimagined PUMA Palermo drops that include tasteful accents such as the Golden Snitch and Hogwarts house-inspired crests.
'With Harry Potter, we're not just selling products — we're connecting with a story people love,' said Jonathan Bannister, Head of Marketing GCC at PUMA Middle East.
He explained that brand collaborations such as this aim to resonate with consumers in a way that increases brand value and brand perception.
'When you blend that magic with PUMA's sport heritage, it creates something that feels personal. That emotional pull builds stronger brand love and gives our audience something truly unique,' he said.
The global recognition of the Harry Potter franchise inspired the collection. Bannister said, 'Harry Potter is huge globally, and we saw strong fan energy in the Middle East.' He also explained that PUMA took on the collaboration to allow consumers to express their identity through their style.
'The Hogwarts houses gave us a perfect way to tie identity into fashion, and that idea of self-expression really clicked with what our consumers are looking for,' he explained.
In terms of the feedback to the collection from consumers in the region, Bannister said PUMA stores in the Middle East 'benefited greatly by the unisex capsule release which was reflected in the overall sales performance of the product range.'
According to him, the success of the collaboration boils down to integral detailing that brought to life the 'Hogwarts persona'.
For witches, wizards, and Muggles alike, the PUMA x Harry Potter is available on the PUMA website, flagship stores and selected PUMA retailers.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Khaleej Times
7 days ago
- Khaleej Times
'Harry Potter' series finds its Harry, Ron, and Hermoine
HBO's Harry Potter TV series has officially found its Harry, Ron and Hermione. Dominic McLaughlin, Arabella Stanton and Alastair Stout will step into the shoes of Daniel Radcliffe, Emma Watson and Rupert Grint to essay the roles of Harry Potter, Hermione Granger and Ron Weasley. "Dear Mr. Potter, Miss Granger, and Mr. Weasley: We are pleased to inform you that you have a place at Hogwarts School of Witchcraft and Wizardry," welcoming the new actors on board, the makers on Instagram wrote. Over 30,000 actors auditioned for the lead roles since HBO launched an open casting call last fall, Variety reported. Speaking about the series, showrunner Francesca Gardiner and executive producer and director Mark Mylod in a statement said, "...The talent of these three unique actors is wonderful to behold, and we cannot wait for the world to witness their magic together onscreen... It's been a real pleasure to discover the plethora of young talent out there." The Harry Potter franchise launched Daniel Radcliffe, Emma Watson and Rupert Grint to worldwide fame in the early 2000s, and the HBO series could very well do the same for McLaughlin, Stanton and Stout, who are largely newcomers. McLaughlin acted in Grow, an upcoming comedy starring Nick Frost and Golda Rosheuvel, while Stanton starred as Matilda in Matilda: The Musical on the West End from 2023-2024. Harry Potter will be Stout's first major role. The series also features John Lithgow as Albus Dumbledore, Janet McTeer as Minerva McGonagall, Paapa Essiedu as Severus Snape, Nick Frost as Rubeus Hagrid, Luke Thallon as Quirinus Quirrell and Paul Whitehouse as Argus Filch. The bestselling books' author, JK Rowling, will act as an executive producer on the show, which HBO has said will be a "faithful adaptation" of her books.
Web Release
26-05-2025
- Web Release
PUMA MIDDLE EAST INTRODUCES THE MOSTRO SQUAD
PUMA Middle East spotlights a lineup of trailblazing regional talents repping the Mostroverse — a bold, stylized universe inspired by the iconic Mostro sneaker. Mostro is making its modern-day comeback with the region's most forward-thinking creators. From musicians and DJs to photographers and stylists, PUMA's latest campaign was inspired by those who dare to be bold – the defining characteristic of the Mostro shoe. The Mostroverse was curated with a clear creative direction in mind – spotlighting groundbreakers. Shot and directed by Palestinian-Jordanian photographer Omar Sha3 and produced by local creative collective ECHO Agency, the campaign was inspired by the underground, the avant-garde, and those who shape culture rather than follow it – highlighting talents who are unconventional and unapologetically authentic in their art. Conceived as a space where convention is broken and self-expression reigns, the Mostroverse celebrates individuality and the freedom to redefine style on your own terms. Shot across Dubai, the campaign delves into each protagonist's creative universe, captured through a range of abstract and distorted shots that come together with an intimate voiceover of the talent's story. Playing on themes of duality and the beauty found in contradictions, photographer Omar Sha3 perfectly encapsulates the cultural movement that is the Mostroverse with his unique eye. The shoot brings the Mostro DNA to life: for those who defy expectations and thrive on standing out. Each squad member brings their own aesthetic, energy, and perspective, turning everyday movement into something unapologetically original. Introducing the Mostro Squad: Parvané Barret – @parvbar Fearless in presence and bold in aesthetic, Parvane Barret is a French-Iranian DJ and creative consultant who has carved out her place in the region's underground scene. Known for her ability to fuse high-fashion sharpness with raw edge, Parvané proves that boundaries can always be broken, be it through music or through fashion. Watch the VIDEO here Karrouhat – @karrouhat A true style disruptor with his own edge, Palestinian Jordanian Karrouhat is a musician, DJ, singer-songwriter, and visual storyteller known for blending music, fashion, and visual art in his work. A pillar of the Middle East creative scene for over a decade, Karrouhat is known for his nostalgic Arabic aesthetic and for seamlessly fusing Western and Arabic genres through his music. Watch the VIDEO here Junaynah El Guthmy @junaynaah A bold voice in modest fashion, Junaynah is a Kenyan-Yemeni creative entrepreneur and stylist who's reshaping what cultural representation looks like. From designing clothing from scratch to her inventive styling choices, Junaynah infuses her imprint on everything she does. Her work sits at the intersection of creativity and identity, inspiring a wave of self-expression. Watch the VIDEO here Jullz @jullzbek Eccentric, ever evolving, and visually electric, Jullz is a multi-disciplinary creative from Kazakhstan known for pushing boundaries with every look and every frame. Constantly reinventing and experimenting, she brings a new perspective to everything she does. Watch the VIDEO here Huda Shahin – @hudashahinn A fashion and style powerhouse, Egyptian creative Huda Shahin brings her signature raw aesthetic and fearless attitude wherever she is. She fuses fashion, wellness, and her identity into a visual style that challenges and redefines representation. Helena Shahin – @helenashahinn Helena Shahin is a boundary-pushing Egyptian creative known for her style, expressive visuals, and instinctive flair. Whether behind the camera or in front of it, she channels raw emotion and unfiltered energy always experimenting, always evolving through her aesthetic. Watch the VIDEO here Be on the lookout for the next shoot coming out of Riyadh, in collaboration with one of the region's most groundbreaking creative Warcheiff. Dropping soon. Named after the Italian word for 'monster,' the Mostro stays true to its unconventional roots with a bold, low-profile design and spiked outsole. The Mostro is available in standout editions like Prime, Ecstasy, and the OG, the revived Mostro is more than just a sneaker—it's a statement.
The National
22-05-2025
- The National
A history of PlayStation collaborations, from McDonalds to Les Benjamins
Since the first PlayStation was released in 1994, the console and its successors have sat comfortably on the throne of gaming. Despite competition from Nintendo and Xbox, each generation of PlayStation has remained some of the bestselling, with the most successful of all being the PlayStation 2, which sold more than 160 million units. With its popularity comes the demand for co-branded merchandise. This past weekend, Turkish clothing brand Les Benjamins announced a collaboration with PlayStation to release clothes with the console's logo and tagline. The collaboration is the latest attempt by PlayStation to expand its brand and cement its place in pop culture. Here, we look at all the different collaborations with PlayStation over the years. Les Benjamins's PlayStation release includes three T-shirts, two sweatshirts, a hoodie, a bomber jacket, a polo shirt and jeans. All the items bear the PlayStation logo with the brand's name written in the console's recognisable font. The clothes also make use of the four shapes found on every PlayStation controller – circle, square, X and triangle. Last year, to celebrate PlayStation's 30th anniversary in December, Japanese clothing brand Beams released a set of hoodies and crewnecks that celebrated the gaming console. These were a lot more subtle in their representation and used the PlayStation's iconography in a minimalist way. German sportswear brand Puma also collaborated with PlayStation to release a line of colourful t-shirts. The Puma line used hues such as baby blue and violet to present a more playful side of the console. Alongside the shirts, Puma also released a PlayStation shoe collection that is closer in spirit to the console colours. The sports shoes came in black, white and blue and featured details that fans of the console will recognise. But biggest shoe collaboration for PlayStation was in 2021, when rapper Travis Scott and Nike released a special pair. The Nike Dunk Lows feature the signature Travis Scott reverse swoosh and the original PlayStation Logo with Japanese lettering under it. The cream and light blue footwear was an instant hit with collectors and PlayStation fans alike. Today, the shoes sell for upwards of $2,000 on marketplace StockX. PlayStation fans were given a chance to play with their food with the release of a pasta collaboration in 2023. British online supermarket Ocado and pasta makers Garofalo teamed up with Sony to create pasta shaped like the characters on the Sony controller. The PlayStation pasta was sold in a 500g bag that cost $2.92. The collaboration was the first of its kind for PlayStation, but it wasn't the first time the console was associated with food. In 2012, American fast food chain Taco Bell ran a promotion for participants to get a chance at owning the portable PlayStation Vita console. Four years later, the chain announced another promotion for a chance to win a special golden PlayStation 4 console, which has now become a sought after collector's item. The first documented collaboration between PlayStation and a fast food chain was in 2001, when McDonalds released a Japan-only exclusive happy meal toy that featured four characters from PlayStation games. The characters were PaRappa the Rapper from the game of the same name, Toro from Doko Demo Issyo, Pipo Saru and Chocobo from Ape Escape. There have been numerous releases of toys and collectibles that feature PlayStation game characters. Most recently, Sony released keychains that featured all the controllers and portable devices from its history. These keychains were only available in Japan and could be found at gachapon machines, coin-operated capsule toy vending machines. The most well-known collaboration for PlayStation toys and collectibles is with Funko. The company, which produces figurines that feature characters from pop culture, collaborated with PlayStation to release a line of some of its most recognisable characters. Some of the most popular of these are of Joel from The Last of Us, Kratos from God of War, Sam Porter Bridges from Death Stranding and The Hunter from Bloodborne. Many of the PlayStation Funko figures sold out immediately and can only be bought on the second hand market for exorbitant prices.
