PUMA, in collaboration with M&C Saatchi Middle East, has launched “Play the City,” a new initiative that celebrates the unsung heroes of street cricket in the region. By highlighting the passion and community spirit of those who play the game outside the spotlight, this aims to empower grassroots talent and showcase the cultural significance of street cricket in the UAE.
Despite the sport’s immense popularity, many players in the community struggle to find accessible spaces to play. Recognizing this, the two giants aim to shine a light on the sport by making it accessible to everyone and celebrating the passion of players, regardless of the location.
To further enhance the campaign, M&C Saatchi Middle East supported PUMA by creating custom-designed jerseys inspired by each team’s local neighborhoods, blending community pride with street-ready style. Beyond just gear, they’ve taken a significant step by mapping the teams’ pitches on Google Street View, giving these grounds permanent recognition. This allows players to claim their home turf with the same pride as professional teams do with their iconic stadiums.
“Our vision for ‘Play The City’ was to create something far more meaningful than traditional advertising,” said Dario Albuquerque, Executive Creative Director at M&C Saatchi. “Having been rooted in the UAE for years, we’ve developed a deep understanding of its culture, and this initiative reflects that connection. Street cricket here represents resilience, community, and an unfiltered love for the game. We wanted to honor that spirit by telling authentic stories that resonate with the people and communities we work with. For us, it’s not just about celebrating the game—it’s about showcasing the heart and soul of those who bring it to life on the streets every day,” he adds.
“PUMA’s commitment to sports is at the core of everything we do,” said Ricardo Amaral, Head of Marketing GCC, spokesperson for PUMA. As “Play The City” gains momentum, PUMA is set to expand its focus on sports globally.
