Arab Daily

Following decades of cultural influence across generations, scenes and subcultures, PUMA’s iconic Suede enters a new chapter with the “Never Not Suede” campaign, spotlighting the people and creative voices who continue to make the silhouette their own.

For the latest regional campaign, PUMA Middle East marks a first in the region by partnering with the Moroccan-Belgian artist DYSTINCT, exploring the different influences that have shaped his identity through three worlds: music, fashion and sport. Each world was brought to life through the signature colourways of the new PUMA Suede, the classic black, coffee brown and bold orange, while capturing the core idea behind the silhouette which is being a platform for self-expression, giving individuals the freedom to create, experiment and stay true to themselves.

Since its debut in 1968, the Suede has moved through countless eras and cultural movements. Adopted by athletes, artists, dancers, skaters and creatives, the silhouette has always found its place among those who shape culture in their own way. Regardless of trends, styles or generations, the Suede has always remained one thing: itself.

Similarly, DYSTINCT has built a global identity shaped by his Moroccan heritage, genre-blending sound and ability to connect cultures through music for years now. Moving between languages, sounds and influences, his journey reflects the same instinct that has kept Suede relevant for decades: the freedom to draw from different worlds while creating something personal and authentic.

The campaign takes viewers through three expressions of DYSTINCT’s identity, each joined by a different Suede colourway.

• The music world explores DYSTINCT’s artistry and creative process through music, reflecting the sounds, cultures and experiences that have shaped him as an artist. Set within a retro-inspired music room featuring speaker walls, stacked sound systems, vinyl records and references to his musical journey, the space comes together alongside the classic black Suede, capturing the different influences and expressions that define his music.
• The fashion world captures DYSTINCT’s relationship with fashion and personal style, showcasing the way he blends his Moroccan heritage with contemporary influences through the way he presents himself. Inspired by Moroccan streets, layered textures, GCC and Moroccan patterns, fabrics and cultural details, the world is brought to life alongside the coffee brown Suede, reflecting the depth behind his personal style and heritage.
• The sports world celebrates DYSTINCT’s connection to sport, football and community, highlighting the passion, pride and shared experiences that surround the game and his love for it. Inspired by Moroccan football culture and everything that connects him to the national team and what the sport means for the region, the space brings together jerseys, match posters, flags, trophies and memorabilia, with the bold orange Suede completing a world built around pushing the limits and standing out.

Together, the three worlds showcase the different elements that shape DYSTINCT’s identity, from the music he creates, to the style he expresses, to the communities and culture that inspire him.

Jonathan Bannister, Head of Marketing at PUMA Middle East, said:

“This partnership marks an exciting first for PUMA Middle East as we collaborate with a regional artist who genuinely reflects what the Suede has stood for over the years. DYSTINCT has and continues to build his own legacy by bringing together different cultures, languages and creative influences while staying true to himself and his origins. That authenticity made him the right partner for this campaign, and together we’ve created a story that feels true to both him and the legacy of the Suede.”

Alongside DYSTINCT’s story, PUMA Middle East has also spotlighted the diverse communities that have shaped Suede’s legacy. Through a series of social films featuring dancers, skaters, DJs, graffiti artists and fashion creators from across the region, each talent shared their own journey of self-expression and the role Suede plays within their creative world.