PUMA Reimagines Its Low-Profile Icons in the Middle East

PUMA is shining the spotlight on its iconic low-profile silhouettes—the Speedcat OG, Speedcat Ballet, Mostro, and H Street—celebrating a generation that challenges the rules rather than simply accepting them.

Daring and rebellious, these sneakers are more than just footwear—they embody a mindset. Today’s youth question, explore, and push boundaries. When answers fall short, they don’t settle; they defy and create their own rules. For them, intent matters more than appearances. Whether admired or not, they cannot be ignored. They move with purpose, and they’re here to stay. Simply put, they are 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 a daring, ahead-of-its-time attitude, and the H Street distills style to its raw, fast, unapologetic essence.

This spirit comes alive in the Middle East through a cast of regional talents whose presence embodies the attitude in every frame. Dany, a barber and model, channels unapologetic expression in every step. Rana, a bioengineer, defines her own rules, fearless in both aesthetic and attitude. Andy Charanek, a professional boxer, moves with the focus of a fighter and the confidence of a champion. Kade uses bold style to turn every moment into a reflection of individuality. And Lilia Haj, a Mayyas dancer and choreographer, transforms rhythm and movement into a language of self-expression.

The campaign captures how these sneakers live within every moment. They’re not just worn—they’re experienced. Walked in, played in, danced in, even dreamed in. They become part of the rhythm of daily life, carving out a space where style reflects identity.

Set against raw urban backdrops, the visuals merge streetwear with elegance, heritage with edge. Every frame reflects the pulse of the region—a place where modernity and tradition collide, creating a cultural energy impossible to ignore. By collaborating with regional creatives, PUMA ensures the campaign resonates locally while speaking a global language.

Through this campaign, PUMA reaffirms that its low-profile collection is an emblem of individuality and a generation that refuses to be boxed in. Some things aren’t made to fit in—they’re Made Different.