PUMA at SOLE DXB 2017
PUMA continues to be at the forefront of the street lifestyle culture in the Middle East as a major contributor to the industry by announcing they are participating at this year’s prestigious Sole DXB – Dubai’s premier event promoting fashion, art & design, music and progressive, urban culture.
PUMA will use Sole DXB as a stage to highlight their ongoing #RunTheStreets platform. #RunTheStreets – the latest Sportstyle campaign from the brand that launched this year celebrates the hustlers and go-getters of this generation and gearing them up with the latest swag and most progressive products in the market, from Limitless to The Tsugi Jun. PUMA will also host Grammy-nominated international acts, regional street crews and release limited edition product that will be available to purchase only at Sole DXB.
PUMA has raised its bar in the last couple of years by partnering with some of the biggest musical artists in the world, The brand has taken over the streets with these global icons and campaigns, as part of the rise of streetwear culture in the Middle East.
Taking inspiration from the urban streets of the brand’s favorite cities, the PUMA space for Sole DXB 2017 offers drops, drinks and more. Enter a split-level bar area with DJ sets from surprise acts in the PUMA Club Room, create havoc in the alleyway, chill with regional street crews and get the best seat in the house for Sole’s headliners, as well as welcoming award winning and Grammy nominated hip-hop artists Nxworries (Anderson .Paak & Knxwledge) and mysterious R&B artist H.E.R to the UAE for the first time.
Anderson .Paak, working alongside some of the most notable names in the music industry, such as ScHoolboy Q, Snakehips, and Dr. Dre has joined forces with acclaimed music producer and songwriter Knxwledge who has created tracks with artists such as Prodigy, Kendrick Lamar, and Jeremiah Jae. The duo AKA Nxworries will perform at 5:30 pm on Day 1 playing their legendary hits on the PUMA stage – and for those lucky few, hosting a money-can’t-buy meet and greet.*
In addition to working with global artists, PUMA is dedicated to supporting grassroots and working with local talent and influencers, adapting global campaigns and creating Middle Eastern connections. Since the start of 2017, PUMA has been working with Suede Guerillas, an organic street crew of regional creatives who are constantly on the streets, creating, curating and disrupting convention showing street culture at large and what it truly means to ‘Run The Streets’. After the success of their parties thrown around the GCC, Suede Guerillas will be hosting a party in the PUMA Club Room on Day 1 at 6:30 pm, with local talent and regional influencers and artists from the Middle East, Europe, and India.
WVY by HRMNY: the newest homegrown music event and creative collective, will be hosting a legendary party in the PUMA Club Room on Day 2 at 2 pm, with locally based musicians, influencers, tastemakers and WVY by HRMNY producer/DJ A’Y on the 1’s and 2’s. The music ranges from B-Side records from your favorite artists to a discovery of up & comers making waves on the inter-web. This is a free form party that is an experience that shouldn’t be missed.
On Day 2 at 5:30 PM, PUMA will bring to the stage the enigmatic, mysterious soul singer H.E.R. who has been rising to fame with her sultry ballads. H.E.R has created a firestorm of intrigue in the music industry, keeping her profile hidden and letting her fans concentrate on her music. With testimonials from Alicia Keys and Wyclef Jean, H.E.R. will be giving a powerful performance at Sole DXB: not to be missed.
PUMA’s retail will be showcasing next level streetwear designs and releasing the latest limited edition brand collabs including Han Kjobenhavn, FENTY, XO (The Weeknd), Sophia Webster, Trapstar and Naturel.
PUMA is nurturing the scene and developing the phenomenon that is Sole DXB, by taking cues from PUMA’s global artists and reinterpreting them with a local swag. The streetwear scene in the Middle East is going strong and PUMA will be the one to watch.