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Fashion

Global Sports Brand PUMA Open 1st Store In Saudi Arabia

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JEDDAH, SAUDI ARABIA (DECEMBER 17TH) PUMA, in partnership with YOUSEF ABDELLATIF BANAJA & PARTNERS CO. celebrated the grand opening of the first PUMA Middle East store in Saudi Arabia today. The red sea town of Jeddah, KSA, is the newest addition to PUMA’s portfolio across the GCC.

 

#PUMAKSA was used as the pre-launch hashtag for the social media campaign that took Jeddah by storm with an array of handpicked local and international celebrities and influencers, joining forces in a 10 day countdown to the grand opening. The social campaign was strongly supported by digital outdoor screens, radio promotions and online advertising. The launch was an action packed day – starting with local celebrities visiting the store. Fans were given the chance to meet Qusai aka Don Legend the Kamelion, the famous Saudi hip hop artist, singer/songwriter, record producer, rapper, television personality and DJ, along with soccer star Omar Al Soma from Al Ahli football club.

 

PUMA took spectators by surprise with their unique approach to the cliché cutting of the ribbon procedure- demonstrating its trademark out of the box thinking by having the owners untie the laces of two giant PUMA shoes positioned in-front of the store doors- creating a truly memorable moment.

 

The day ended with a spectacular live Graffiti show, from DHAD Family Artist Abdulaziz Hassan Alindonosi. The celebration and award ceremony presented to the winner Sara Osta by (YAB Group) General Manager – Mr. Wajdi Al-Taweel, of the Dar Al Hekma University #PUMAKSAchallenge where female students had to create an art piece that reflected PUMA with a local twist.

 

Speaking at the launch, Wedahd van der Schyff, PUMA’s Head of Retail in the Middle East, said, “Opening an exclusive PUMA store in Saudi Arabia has been a high priority for the brand. The Saudi fans have always responded strongly to our campaigns and products on social media so the time was right to bring the brand to their doorstep. We’re committed to strengthening our presence in the market by opening more brand stores and engaging with the Saudi consumer on-ground and on social media”.

 

The PUMA Forever Faster store at La Terra, Jeddah is amongst the first PUMA stores worldwide in which the Forever Faster retail format has been implemented. Forever Faster – the biggest marketing campaign in PUMA’s history – was launched in August 2014 and represents PUMA’s endless pursuit to push sport forward, to celebrate individuality, to play instinctually, to see opportunities rather than limits and to change the game. PUMA has entered the Saudi Arabian retail market with a clear vision, to be faster, stronger and fiercer than any ever before.

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