PUMA BROUGHT ITS GLOBAL LOUNGE CONCEPT TO DUBAI
The brand connected with the city’s DJs, selectors and dance music community during Sole DXB.
PUMA brought its global Lounge concept to Dubai this December, landing in the city during the Sole DXB weekend, with a format built around the people shaping dance music and nightlife culture.
The Lounge, which has previously appeared in cities like Milan, Seoul and Paris, arrived in Dubai with a clear focus on the DJs, selectors and creatives driving sound, style and energy across the city’s club and festival spaces.
Rather than positioning the space as a traditional brand activation, PUMA centred the Lounge around the wider music ecosystem. DJs, artists, photographers, editors and cultural curators moved through the space ahead of Sole DXB sets and late-night sessions, using it as a pre-festival hub.
Inside, guests accessed global PUMA releases not yet available in the region, with footwear and apparel curated by the brand’s international teams. Over the two days, the Lounge became a meeting point where DJs and creatives crossed paths, styled their looks differently and carried those pieces straight into Sole DXB. The scale of the Lounge marked one of PUMA’s most significant gifting experiences in the region to date.
Local collaborators added another layer rooted in the city’s culture. Customisation came via Black Pearl Charms, while Emirati-owned Knot Bakehouse kept the space active throughout the day.
Across the Lounge, PUMA showcased classic silhouettes, from Speedcat styles to Mostro and H-Street sneakers, alongside global collaborations including PUMA x REPRESENT and the A$AP Rocky x PUMA collection.
The PUMA Lounge Dubai Edition reflected how global brands increasingly connect with dance culture in the region, meeting scenes where they already exist and allowing music communities to define the experience on their own terms.
