PUMA brought its global Lounge concept to Dubai in December 2025, and it felt like a natural fit. After stops in cities like Milan, Seoul and Paris, the brand chose Dubai as its next destination, recognising the city’s growing creative energy and the people shaping it.
The idea behind the Lounge was simple: meet the community where culture is actually happening. Instead of focusing only on influencers, PUMA opened the space to photographers, directors, editors, artists and creatives who are actively defining how style and culture move across the region. It felt less like a closed event and more like a gathering of people already contributing to the city’s visual language.
Early Access, Personal Style and Global Drops
Inside, guests were given early access to a selection of global PUMA drops that haven’t launched locally yet. From sneakers to apparel, the pieces were pulled directly from PUMA’s international line-up. What stood out over the two days was how differently the same items were worn, styled in personal ways that reflected the diversity of Dubai’s creative scene rather than a single aesthetic.
Community, Customisation and Culture Beyond the Lounge
The Lounge also marked one of the first large-scale gifting experiences of its kind in the region. Alongside the product offering, there was a sneaker customisation station by Black Pearl Charms, a local brand known for its playful, personalised approach. Guests created one-off sneaker designs, adding a hands-on element to the experience. A coffee bar by Knot Bakehouse, an Emirati-owned favourite, added to the relaxed, community-led feel of the space.
On the product side, the Lounge showcased a wide range of PUMA styles. These included Speedcat silhouettes such as the Lux Ballet, Wedge and Cow Print versions, alongside Mostro styles like the XC Prime and Fey Gorp, and the H-Street Premium sneakers. Guests also got a closer look at key global collaborations, including PUMA x REPRESENT and the highly anticipated A$AP Rocky x PUMA collection.
The experience didn’t stop at the Lounge. Throughout Sole DXB weekend, many of the invited talents were spotted wearing their PUMA pieces across the event, each look styled in a way that felt personal and unforced. It was a reminder that the brand’s connection to culture goes beyond a single space or moment.
The lounge felt like an addition to Dubai’s creative calendar. It created a space where global fashion met local culture, based on real interaction and personal style. It reflected the creative talent already present in the city!
