puma | this is for me x shapeluxe

Two powerful moments—International Women’s Day and Ramadan—set the perfect moment for the launch of Shapeluxe, Puma’s premium performance-wear collection. The ask? To curate an authentic narrative that would not only introduce the product but also connect deeply with women across the region. How do we communicate this? A hero film, teaser, and a bank of static assets to drive impact—online and offline.

We started with what we know best—the region, its culture, and the evolving mindset of women in fitness. High-intensity training, HYROX, run clubs—the active landscape was shifting. Women weren’t just showing up for yoga and Pilates; they were pushing limits. We tapped into this movement, backed it with data, and built a narrative that reflected who they are today and who they strive to be.

Our story wasn’t just about showcasing diversity—it was about life’s different chapters. Four powerful women, at different stages of their journey, each reflecting the region’s energy, ambition, and authenticity. From there, we shaped primary, secondary, and always-on messaging that ensured Shapeluxe stayed the hero while the story stayed relatable.

The creative execution centred a powerhouse cast of real athletes, not actors. A crew that was 60% female, 40% male—each member bringing understanding, energy, and purpose to the project. This is what resulted to a dynamic, inspiring, and culturally resonant campaign that didn’t just showcase a product—it celebrated the women who wear it. We built the campaign Arabic-first, adapting it to English to ensure it spoke the region’s language in the most authentic way - and the campaign's voice was not just a narrator—she was one of our leads, adding depth and emotion to the story - the one that exuded that this, her choices, were truly for her.