PUMA reintroduces Mostro collection with influencer collabs, activation
PUMA Middle East has reintroduced its Mostro sneaker not with nostalgia, but a statement. The brand's latest campaign, Mostroverse, is a cultural manifesto that aims to be less about product and more about people.
Inspired by creativity, personal expression and identity, the campaign gives centre stage to a new wave of regional creatives in an effort to redefine what it means to be seen.
With social videos directed by Palestinian-Jordanian photographer Omar Sha3, produced by Dubai-based ECHO Agency and creatively conceptualised by M+C Saatchi Group Middle East, the launch was further supported with an in-person activation at Dubai's Mall of the Emirates.
'Drawing from underground and avant-garde culture, the campaign highlights regional creatives who break norms and redefine style on their own terms,' said Zarah Rashid, PR Manager, PUMA GCC.
'The message at its core is simple but powerful: true style comes from fearless self-expression. PUMA wanted to create the 'Mostroverse' where individuality isn't just welcomed, it's celebrated,' she said.
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The campaign unfolds across the cityscape of Dubai, with abstract visuals and layered voice overs that pull the audience inside each artist's creative world, to support the Mostro drop. Inspired by underground 'street culture' and a flair for the avant-garde, the social videos feature creators such as Parvané Barret, Karrouhat, Junaynah El Guthmy, Jullz, Huda Shahin and Helena Shahin.
Rashid explained that beyond brand awareness and sales uplift, the campaign seeks to build emotional brand equity. 'The campaign aims to spark cultural relevance and boost brand awareness by aligning PUMA with the region's creative vanguard,' she said.
'There's also a longer-term goal of building community and brand loyalty by connecting deeply with creatives who are shaping the region's cultural narrative,' she added.
Bringing the concept to life beyond the screens, PUMA is hosting an activation near its store at Dubai's Mall of the Emirates from June 13 to June 26. The immersive brand experience invites consumers to step into the Mostroverse, where they can play a 10-second long game to stand a chance to win a fresh pair of Mostro shoes and other PUMA merchandise.
As the campaign rolls out across the region, Rashid tells Campaign Middle East exclusively that a soon to release collaboration with Saudi Arabia's Warcheiff is also in the works.
'Set entirely in Riyadh, from its sleek skyline to the cultural heart of the JAX District, the film is a visual mixtape that captures the daring spirit of movement and creative freedom,' Rashid shared.
In terms of results, 'early feedback from social platforms and creative communities were positive,' said Rashid. 'Many praised the campaign's authentic representation of regional talent and its refreshing break from commercial norms.'
Rashid also added an unexpected result from the Mostroverse campaign. 'Viewers were particularly drawn to the storytelling format — not just the visuals, but the voices and personal narratives,' she said.
Credits:
Creative and PR: M+C Saatchi Middle East
Production house: ECHO Agency
Photographer: Omar Sha3
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