Background: In the UAE, over 50,000 expatriates turn parking lots, alleys, and sand patches into cricket playgrounds every weekend. But street cricket was invisible—no recognition, no proper pitches, no jerseys. Uneven grounds made the game unpredictable, leaving this community’s heartbeat without identity or recognition.
Idea: PUMA transformed street cricket by giving it the recognition it deserved. Through Play The City, PUMA created ownable spaces, designed jerseys inspired by the streets, and shared players’ raw stories. The initiative celebrated street cricket, uniting communities and giving players a platform to showcase their passion and resilience.
Execution: Over 2,000 cricket pitches were mapped on Google Maps, turning makeshift grounds into ownable spaces. Six jerseys, inspired by local textures and patterns, gave players a sense of belonging. Two films captured their stories, reaching hundreds of thousands on Instagram and YouTube. Community-driven events—including pop-ups, a Burjuman store launch, and meet-and-greets with cricket icons—celebrated the players. Custom jerseys and t-shirts let them proudly represent their game and neighborhoods.
Because the grounds that the teams played on had no real pitches, we created a series of full length carpets that gave the players a special pitch to play on. Using beautiful, intricate, and culturally relevant illustrations, we helped give players a sense of pride when they played their matches all over the city.
