Latest news with #Mostroverse
Campaign ME
7 hours ago
- Entertainment
- Campaign ME
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. View this post on Instagram A post shared by JUNAYNAH EL GUTHMY (@junaynaah) 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
Web Release
26-05-2025
- Entertainment
- 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.
