Dubai, UAE — 6th November 2025 — PUMA is taking Dubai’s running culture to the next level through an exciting new partnership with LFG Dubai, a homegrown fitness and social club that has quickly become one of the city’s most vibrant and engaging communities.
LFG Dubai has cultivated a unique approach to fitness by combining wellness, culture, and social connection. From weekly social runs at Kite Beach to high-energy Sunday bootcamps in Al Quoz, the club brings together a diverse community of students, professionals, and creatives, fostering a culture rooted in inclusivity, resilience, and authentic human connection. For its members, fitness is not just a goal—it’s a lifestyle.
The collaboration with PUMA is a natural alignment of values, as both brands share a vision to empower individuals at every level to unlock their full potential. Through this partnership, PUMA will support LFG Dubai with performance gear, training resources, and exclusive experiences designed to help members achieve their personal best, both on and off the track.
The partnership officially launched alongside the release of PUMA’s Velocity NITRO 4, showcased in a dynamic campaign across Dubai’s most iconic locations. Highlighting the city’s energy, streets, and landmarks, the campaign celebrated not only the scenery but the people who bring it to life, emphasizing that running is as much about community as it is about sport.
To mark the collaboration 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 fused sport, music, and culture into a high-energy afternoon featuring relay races, team challenges, and a live DJ set. PUMA’s Nitro Van also allowed attendees—from seasoned athletes to casual runners—to explore the brand’s Nitro collection firsthand.
Jonathan Bannister, Head of Marketing, PUMA GCC, commented:
"Partnering with LFG Dubai brings PUMA closer to the heartbeat of the city’s running community. This collaboration reflects our shared belief that inclusivity and pushing boundaries are essential to running as a mindset, helping individuals unlock their full potential. Together, we aim to energize Dubai’s running scene and celebrate the people, streets, and communities that make it thrive."
Through this partnership, PUMA and LFG are redefining what it means to run in Dubai, inspiring individuals of all abilities to embrace their own Runner’s High and continuously strive for their next breakthrough.
