The Stadium

The Challenge

Create a culturally driven brand experience for PUMA at Sole DXB 2019 that could position the brand at the centre of contemporary street culture while reinforcing its credibility as a global leader in sport.

With the festival themed around Jamaican culture and with Usain Bolt serving as one of Puma’s most recognisable ambassadors, the challenge was to create a holistic retail, lifestyle and hospitality experience that celebrated Puma’s deep-rooted relationship with Jamaica while resonating with the forward-thinking creative communities that define Sole DXB.

The space needed to function as more than a retail environment by becoming a platform for cultural exchange, social engagement, live performance, hospitality, and immersive storytelling, all while standing out within one of the region’s most influential youth culture festivals.

The Concept

The Stadium, took inspiration from an iconic 1980s Jamaican track and field stadium and reinterpreted through a contemporary street culture lens to create a bold, immersive, and social brand environment.

Grounded in Puma’s heritage in sport and its authentic connection to Jamaica, the multi-level experience combined retail, music, fashion, performance, and hospitality into one cohesive cultural platform. Stadium-inspired bleachers became the central social gathering space, while industrial lighting, performance reflectors, tropical textures, and laid-back Jamaican influences brought the atmosphere and energy of Kingston into the heart of Dubai.

The experience was shaped around four key creative pillars: Urban Gathering, Lifestyle, Disruptive, and Immersive. We created a destination that encouraged connection, discovery, and social participation throughout the festival.

The ground floor focused on retail and interactive brand activations, including product showcases and customisation stations that allowed guests to engage directly with the brand. The first floor, named Vibrations, became the cultural heartbeat of the space by hosting live performances, artists, DJs, and creative talent throughout the event. Above that on the second floor, The Upper Circle provided an elevated (and shaded) hospitality experience for VIPs and invited guests, offering panoramic views across the festival and Dubai skyline.

The result was a layered and highly immersive experience that blurred the lines between sport, culture, retail, and entertainment by reinforcing Puma’s authority within the category and creating one of the festival’s most iconic and culturally engaging destinations.