PUMA could have just rereleased the Mostro and called it a day. Instead, the brand handed the cult 1998 sneaker to six regional creatives and asked them to show what movement looks like in 2025. Palestinian-Jordanian photographer Omar Sha3 shot the campaign across warehouse studios, sandy rooftops and late-night cafés—places anyone in Dubai will recognise.
French-Iranian DJ Parvané Barret brings techno spliced with oud riffs; Palestinian-Jordanian polymath Karrouhat fuses ’90s Arabic pop with indie guitars; Kenyan-Yemeni stylist Junaynah El Guthmy flips modest layers with DIY edge; Kazakh visual artist Jullz splashes neon for a pop of colour; and Egyptian twins Huda and Helena Shahin bottle raw emotion in punchy visuals. Each short film feels like rifling through a shared sketchbook—one minute you’re mid-jam session, the next you’re weaving through a vintage souk.
At the centre sits the re-engineered sneaker. Still low-slung with its jagged outsole and elastic strap, the Mostro now arrives in three moods—Prime, Ecstasy and the classic OG—covering minimalists, maximalists and everyone in between.
PUMA hints that Saudi disruptor Warcheiff will front the next chapter in Riyadh, turning the Mostroverse into a rolling creative club. For now, the campaign lives on PUMA’s channels, and the sneakers are landing in GCC stores and on puma.com. If your rotation needs a pair as restless as the region’s art scene, the monster is ready to move.
