Key Takeaways
- PUMA Middle East launched the ‘Never Not Suede’ campaign featuring artist DYSTINCT, highlighting his cultural identity.
- The campaign introduces three distinct colourways of the PUMA Suede: classic black, coffee brown, and bold orange.
- Visuals depict DYSTINCT’s identity through music, fashion, and sports, with each colourway representing a different theme.
- The PUMA Suede has a rich history, evolving from the ‘Crack’ in 1968 to becoming an iconic lifestyle shoe.
- You can find the new PUMA Suede collection at major UAE retailers, including Dubai Mall and Mall of the Emirates.
The ‘Never Not Suede’ campaign is a regional initiative by PUMA Middle East featuring Moroccan-Belgian artist DYSTINCT. It explores his identity through music, fashion, and sport. Specific PUMA Suede colourways represent the intersection of culture, heritage, and self-expression.
This marks the first time PUMA Middle East has partnered with a regional artist for a campaign of this scale. Jonathan Bannister, Head of Marketing at PUMA Middle East, noted that DYSTINCT blends different languages and creative influences while staying true to his origins.
The campaign treats the shoe as a platform for experimentation rather than a trend. Visuals centre on three colourways: classic black, coffee brown, and bold orange.
PUMA has also released social films featuring local DJs, skaters, graffiti artists, and fashion creators from across the region sharing how the Suede fits into their creative lives.
DYSTINCT represents music, fashion, and sport
DYSTINCT’s identity is split into three visual worlds. A retro music room featuring vinyl and stacked speakers uses the Black Suede. A fashion-focused setting inspired by Moroccan and GCC patterns uses the Coffee Brown Suede. A sports-centric space celebrating Moroccan football culture uses the Bold Orange Suede.
The music world is set in a room with speaker walls and stacked sound systems. This space is paired with the classic black Suede to reflect the sounds that shaped DYSTINCT as an artist.
The fashion world blends Moroccan heritage with contemporary style through GCC and Moroccan patterns and layered textures. PUMA paired this look with the coffee brown Suede.
The sports world is inspired by Moroccan football culture. The space contains jerseys, match posters, flags, and trophies. The bold orange Suede represents the drive to stand out.
The history of the PUMA Suede silhouette
The Suede is an icon. It began as the ‘Crack’ in 1968, was used by Olympic athlete Tommie Smith, evolved into the ‘Clyde’ via NBA star Walt Frazier in 1973, and was known as the ‘States’ in the UK during the 1980s.
The story starts with PUMA’s first lifestyle shoe, the Crack, which launched for the 1968 Mexico City Olympics. Track and field athlete Tommie Smith raised the shoe on the podium, turning sports gear into a symbol.
By 1973, NBA star Walt Frazier’s influence led to the Clyde. The shoe was eventually renamed the Suede due to the signature material used for the upper.
When the shoe arrived in the UK in the 1980s, it was called the ‘States’.
Where to find the new PUMA Suede collection in the UAE
The new PUMA Suede colourways—classic black, coffee brown, and bold orange—are available at major retailers across the UAE. This includes PUMA flagship stores in Dubai Mall and Mall of the Emirates, alongside sports and lifestyle boutiques throughout the Emirates.
The Dubai Mall flagship carries the full range. Mall of the Emirates also stocks the collection, including the coffee brown and bold orange options.
Find your nearest PUMA retailer to shop the DYSTINCT-inspired colourways.
