DUBAI: Moroccan-Belgian artist Dystinct is the face of Puma Middle East’s latest “Never Not Suede” campaign, a regional initiative celebrating the enduring cultural legacy of the sportswear brand’s iconic Suede sneaker.
Marking Puma Middle East’s first regional collaboration of its kind, the campaign explores the influences that have shaped Dystinct’s identity through three defining worlds — music, fashion and sport — each paired with one of the latest Suede colorways; classic black, coffee brown and bold orange.
The campaign highlights the Suede as a platform for self-expression, encouraging individuals to create, experiment and remain authentic to themselves. (Supplied)
The campaign highlights the Suede as a platform for self-expression, encouraging individuals to create, experiment and remain authentic to themselves.
First introduced in 1968, the Puma Suede has become a cultural staple across generations, embraced by athletes, musicians, skaters, dancers and creatives. The silhouette has remained relevant through decades of changing trends while retaining its distinctive identity.
That message mirrors Dystinct’s own career, which has been shaped by his Moroccan heritage and genre-blending sound. Moving seamlessly between languages, cultures and musical influences, the artist has built an international following while remaining connected to his roots.
Each chapter of the campaign reflects a different aspect of his identity. A retro-inspired music room featuring stacked speakers, vinyl records and nods to his artistic journey is paired with the black Suede. A second setting, inspired by Moroccan streets and blending North African and Gulf design influences, showcases the coffee brown edition. The final sports-themed space celebrates Dystinct’s passion for football and Moroccan sporting culture, with jerseys, trophies and memorabilia accompanying the bold orange Suede.
