PUMA Middle East Taps Street Culture In Dubai With #RunTheStreets Project

Back in January, Brand Ambassador, The Weeknd, helped PUMA kick off their newest #RunTheStreets project. With a short film following the star around the LA streets, PUMA introduced their new Hi-tech IGNITE evoKNIT and IGNITE Limitless sneakers–tailored for those who run the streets and are always on the go.

The next Installment of #RunTheStreets kicked off with the Suede Guerrillas collection. PUMA Middle East recruited some of the most notable creatives who represent the underground street culture of Dubai. Producer Nnamdi Eluwah, skater Connor Rycroft, photographer Fatma Al Bakry and blogger Parvanė Barret were all recruited to show off their personal style and what makes them unique in the desert paradise.

Although only a minute and a few seconds long, it gives you just enough to want to learn more of what looks like their life of thrill. The video was directed by Charles-Edouard Dangelser and produced by Amer Nawaz.

You can check out the new installment above!

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