PUMA Mostroverse Spotlights MENA Creatives
PUMA Middle East introduces its Mostroverse campaign, a visual and cultural exploration that brings together some of the region’s most forward-thinking creatives. Centred around the revival of the Mostro sneaker, the campaign celebrates individuality and boldness — values that define both the shoe and the people wearing it.
Originally launched in the late ’90s, the Mostro is back in a new light, tapping into the energy of creatives who continue to shift the region’s cultural landscape. The campaign features a diverse lineup — from musicians and DJs to stylists and photographers — all known for their unconventional work and unique sense of self-expression.
Shot across Dubai, the campaign was photographed and directed by Palestinian-Jordanian talent Omar Sha3, and produced by local collective ECHO Agency. Each featured creator was captured in abstract, distorted visuals paired with personal voiceovers, offering a closer look into their worlds. The result is a raw and cinematic reflection of what the Mostroverse represents: a space for those who break norms and reshape what originality looks like.
Among the standout names is Parvané Barret, a French-Iranian DJ and creative consultant known for her presence in the region’s underground music scene. Also featured is Karrouhat, a Palestinian-Jordanian artist whose blend of nostalgic Arabic sounds and visuals has made him a staple in the Middle East’s music and fashion scene. Stylist Junaynah El Guthmy brings a fresh perspective on modest fashion, while Jullz Bek, a Kazakhstani multidisciplinary artist, continues to push boundaries through experimental visuals. Sisters Huda and Helena Shahin represent Egypt with their expressive, emotionally charged take on style and identity.
This campaign is a curated snapshot of a growing creative movement in the Middle East. And with an upcoming shoot in Riyadh featuring Warcheiff, one of the region’s most progressive voices, the Mostroverse is just getting started.
The Mostro sneaker, short for the Italian word for “monster,” is available in several editions including Prime, Ecstasy, and the OG.
