DYSTINCT has teamed up with PUMA Middle East as the regional face of the brand’s iconic Suede shoes.
The Suede has evolved from an athletic silhouette to a cultural staple.
The collection features three colourways.
DYSTINCT teams up with PUMA Middle East for the Never Not Suede campaign.
Arab stars and global fashion brands are having a moment, and DYSTINCT is the latest name bringing music, culture and style together. DYSTINCT has teamed up with PUMA Middle East as the regional face of the brand’s iconic Suede shoes, starring in its new Never Not Suede campaign.
Since its launch in 1968, the Suede has evolved from an athletic silhouette to a cultural staple. The idea behind Never Not Suede is that, no matter who wears it or how they style it, the Suede remains a blank canvas for people to make their own. And DYSTINCT is a particularly natural fit for that story. Rather than simply putting a celebrity in a pair of trainers, the campaign explores three worlds that have shaped him — such as music, fashion and sport.
The campaign moves through three settings. DYSTINCT’s musical world is represented by the classic black PUMA Suede, while the coffee brown Suede reflects his approach to fashion and connection to his Moroccan heritage. The third look, a bold orange Suede, taps into DYSTINCT’s relationship with football culture and community.
At its heart, the collaboration is about identity. Music, fashion and sport may sit in different worlds, but for DYSTINCT they overlap — reflecting his Moroccan roots, Belgian upbringing, international career and creative influences. It’s a particularly fitting story for the Middle East, where culture rarely fits neatly into one category.
As for those unversed with DYSTINCT, he was born Amine El Morabet and has since become one of the most recognisable names in global Arabic music. His sound blends Arabic pop, hip-hop, R&B and North African influences, with tracks including Tek Tek, Ghazali, Business, La and Moulini helping build his international following.
The PUMA x DYSTINCT Never Not Suede campaign is rolling out across PUMA Middle East, with the Suede shoes available in stores and online. With prices starting at AED 279, these pieces are not one to be missed.
Where: PUMA stores and online
Contact: https://ae.puma.com