puma | speedcat x phase I x dubai mall takeover

2024 marked a milestone moment for Puma with the 25th anniversary of its legendary Speedcat. This wasn’t just a relaunch—it was a statement, bringing an F1 icon back to the streets with a limited drop of just 500 pairs across the city.

The biggest drop? Dubai Mall.

Speedcat didn’t just return; it took over Dubai’s most iconic shopping destination—dominating the entire digital network, covering 380+ screens, and creating an immersive brand experience like never before. Our role? To document every moment of this historic takeover.

We built our coverage strategy around scale, impact, and storytelling, ensuring that every shot showcased the sheer grandeur of Speedcat’s presence.
Starting off with the showstopper moment, at Dubai Mall's Ice Rink. We began with the centerpiece of the takeover—the majestic display at the Ice Rink, Puma’s biggest showcase within the mall.

We then traced the Speedcat footprint across the entire digital dominance network spanning across 380+ screens; marking its presence across:
✔ Link bridge screens
✔ Store directories, entrance & lift screens
✔ From Fashion Avenue to the Zabeel extension

This was then followed by the retail powerhouses pop-up coverage, across Puma's partner network including, Footlocker, Dropkick, JD Sports, and the journey ended at Puma’s flagship store, where we captured an interior and exterior walkthrough that tied the entire takeover together.
The result? A product-led narrative that documented one of Puma’s biggest moments of 2024, showcasing that Speedcat’s return wasn’t just a drop—it was a brand-defining takeover.