The Lounge was about meeting the community where culture is being made. That meant opening the doors not only to influencers, but to the culture shifters and curators shaping the region’s creative scene every day, the talents setting visual language, driving style conversations and influencing how culture shows up both online and offline from photographers, directors, editors, artists, creatives and more.

Inside the space, guests were given first access to global PUMA drops that had not yet launched in the region. From apparel to sneakers, the pieces were curated directly from PUMA’s global teams, offering Dubai’s creative community an early look at what was coming next on a global level.

Beyond access, the PUMA Lounge marked a first of its kind in the region at this scale, operating as a true gifting lounge experience, both in terms of the volume of attendees and the breadth of products on offer. Over the two days, it was striking to see how the same PUMA pieces were styled in completely different ways across talents, reflecting the diversity of creative expression within Dubai’s community.

The Lounge also brought together some of the city’s favorites, featuring a customization station by Black Pearl Charms, a locally grown charms business where invitees created one off, personalized sneaker pairs, alongside a coffee bar byKnot Bakehouse, the Emirati-owned brand and community favorite.

From the Speedcat range including the Lux Ballet, the Wedge and the bold Cow Print, Mostro’s including XC Prime and Fey Gorp Sneakers and H-Street Premium Sneakers, the Lounge showcased PUMA’s range across fashion and sports style. Guests also explored key global collaborations including PUMA x REPRESENT and the highly anticipated A$AP ROCKY x PUMA collection.

The experience extended beyond the Lounge itself, coming to life throughout Sole DXB weekend, where talents were seen wearing their exclusive PUMA pieces across the event, each look styled in a distinctly personal way, reinforcing the brand’s connection to individual expression and culture.

This isn’t just another local event for PUMA Middle East but instead bringing a globally recognized concept to life in Dubai that’s inspired by the talent, creativity, and energy of the local community.