PUMA sought to create a bold, culture-driven experience at SOLE DXB 2024, capturing the energy of Gen Z through the fusion of fashion, football, and music. The challenge was to craft an immersive brand presence that felt authentic, interactive, and deeply connected to street culture.

[ Approach ]
We developed a multidimensional environment that seamlessly blended sport and style, creating a space where attendees could engage, express, and play. From interactive installations to live performances, every element was designed to embody the spirit of PUMA—dynamic, disruptive, and future-forward. A digital extension in Fortnite further amplified the experience, bringing the brand into the gaming space with an exclusive PUMA-sponsored in-game concert.

[ Impact ]
The activation became a standout moment at SOLE DXB, reinforcing PUMA’s relevance in youth culture. The physical and digital experiences bridged communities, driving engagement across multiple touchpoints and leaving a lasting impression on festival-goers and gamers alike.