PUMA Taps into Street Cricket in the UAE

In the UAE, street cricket is more than a pastime; it embodies passion and play. PUMA connects with this vibrant culture through its “Play The City” initiative, which celebrates the unsung heroes of street cricket in the region.

Each week, around 20,000 to 25,000 residents gather at approximately 2,000 makeshift pitches, highlighting a cherished tradition that often goes unnoticed. PUMA’s campaign showcases local teams, such as OGS X1, Dubai Commandos, Blitz Boss Royals, Hashmi CC, United Pro X1, and Little Masters, who have built strong bonds through their love for the game.

PUMA’s initiative emphasizes that street cricket is a reflection of the community’s culture. In Dubai, players find space in car parks and sandy lots, often dressed in a mix of casual attire. This adaptability demonstrates their commitment to the sport.

To enhance this culture, PUMA has designed jerseys inspired by local neighborhoods, incorporating patterns that capture the essence of the community. Teams can officially claim their playing grounds through Google Street View, allowing them to assert their identity like professional teams.

As “Play The City” gains momentum, PUMA plans to expand beyond street cricket, connecting with grassroots sports communities globally. The campaign will launch in Dubai alongside PUMA's cricket equipment debut at the BurJuman store on October 18.

Through “Play The City”, PUMA is dedicated to celebrating street cricket and fostering a sense of community across the UAE and beyond.