PUMA PARTNERS WITH HOMEGROWN SOCIAL CLUB LFG, BRINGING RUNNING AND CULTURE TOGETHER IN DUBAI
Dubai, UAE — 5th November 2025 — PUMA continues to take Dubai’s running culture to new heights through a new partnership with LFG Dubai, a homegrown fitness and social club that has rapidly become one of the city’s most engaged and inspiring communities.
Driven by community, LFG Dubai unites people through fitness, culture, and shared growth, bringing together a diverse mix of students, professionals, and creatives who share a passion for wellness and self development, taking them from zero to competition. Through weekly social runs at Kite Beach and high-energy Sunday bootcamps in Al Quoz, the group has cultivated a culture rooted in inclusivity, resilience, and authentic connection, making fitness a lifestyle, not just a goal.
For PUMA, this collaboration is a natural alignment of values as both brands share a vision to empower individuals of all levels to unlock their potential. Through this partnership, PUMA will support LFG across different elements including performance gear, training resources, and exclusive experiences designed to help members chase their personal bests both on and off the track.
Bringing this to life, the partnership launched alongside the release of PUMA’s Velocity NITRO 4, with PUMA and LFG capturing the new colorway in a dynamic campaign across Dubai’s most iconic locations. The shoot showcased not only the city’s scenery and landmarks, but also the people who give it energy, celebrating the streets and the vibrant communities that make running more than just a sport.
To celebrate the partnership and kick off the Dubai Fitness Challenge, PUMA and LFG hosted the LFG FitSocial Club 2.0 at D3 Park on November 1. The event combined sport, music, and culture into an energetic afternoon including a relay race, team challenges, and a live DJ set, while the PUMA Nitro Van showcased the brand’s Nitro collection and gave attendees, from athletes to casual runners, the chance to try on the range firsthand.
Jonathan Bannister, Head of Marketing PUMA GCC said:
“Partnering with LFG Dubai brings PUMA closer to the heartbeat of the city’s running community, reflecting a shared belief that inclusivity and pushing boundaries are at the core of running as a mindset and a way to unlock your potential. Our collaboration with LFG reinforces PUMA’s ongoing commitment to energizing Dubai’s running scene and celebrating the people, streets, and communities that make it thrive”
Through this collaboration, PUMA and LFG are redefining what it means to run in the city, empowering everyone to find their own Runner’s High and keep pushing toward their next breakthrough.
