PUMA Launches Global Lounge Experience in Dubai

PUMA has brought its popular global Lounge experience to Dubai, placing the city’s creative community at the heart of the event.

The PUMA Lounge Dubai Edition follows earlier editions held in Milan, Seoul and Paris. The concept focuses on connecting with local culture by welcoming creatives who shape fashion and style across the region, including photographers, artists, designers, editors and content creators.

Guests were given early access to upcoming global PUMA releases, including apparel and sneakers that have not yet launched in the region. The collection was curated by PUMA’s global teams, offering a preview of what is next for the brand worldwide.

The Lounge also marked one of the largest gifting lounge experiences of its kind in the region. Over two days, attendees styled the same PUMA pieces in different ways, highlighting Dubai’s diverse and individual creative expressions.

Adding a local touch, the event featured a sneaker customization station by Black Pearl Charms and a coffee bar by Knot Bakehouse, both homegrown brands popular within the UAE creative community.

The Lounge showcased a wide range of PUMA footwear, including Speedcat styles, Mostro sneakers and H-Street Premium designs. Visitors also explored global collaborations such as PUMA x REPRESENT and the upcoming A$AP Rocky x PUMA collection.

The experience continued beyond the Lounge during the Sole DXB weekend, where invited talents were seen wearing their exclusive PUMA pieces across the event.

PUMA Middle East said the Dubai edition was more than a local activation, describing it as the launch of a globally recognised concept inspired by the city’s talent, creativity and cultural energy.