News DeskDubai, UAE – PUMA is bringing bold energy with a first-of-its-kind activation at Mall of the Emirates to launch its latest sneaker — the PUMA Mostro. From 13th to 26th June, the iconic sportswear brand invites the public to experience “Free The Mostros” — a daring, all-day interactive challenge with a twist that truly comes alive at night, offering participants the chance to claim one of PUMA’s most electrifying drops of the year.
The Mostro Pod is the centerpiece of the activation. Inside the pod, participants will face a time-sensitive challenge. A glowing message flickers to life: “You have 10 seconds.” A crack in the wall reveals a hidden compartment. With limited visibility and multiple distractions, participants must trust their instincts and navigate through decoys to find the prize. If they succeed, they’ll walk away with a pair of PUMA Mostros or exclusive PUMA goodies.
But the experience doesn’t stop with those inside the pod. Passersby and mallgoers will witness the action unfold in real time, with external digital projections and interactive elements offering a unique, never-before-seen spectacle. It’s a moment of shared excitement — whether you’re stepping into the pod or watching the drama play out.
“This isn’t just a sneaker launch — it’s a call to those who dare to be different,” says Jonathan Bannister, Head of Marketing at PUMA. “The Mostro is a statement of individuality, and ‘Free The Mostros’ brings that energy to life. We wanted to create an experience as bold and unexpected as the shoe itself.”
Named after the Italian word for “monster,” the PUMA Mostro is a fearless fusion of retro-futurism and modern performance. With its low-profile silhouette, distinctive spiked outsole, and unapologetic edge, the Mostro is built for rule-breakers and trendsetters alike. Now available in a striking new yellow and black colourway, the silhouette continues to make bold style statements. The sneaker debuts in three standout editions — Prime, Ecstasy, and the OG — each one crafted to disrupt the norm and redefine street style.
Whether you’re chasing the sneaker or the thrill, “Free The Mostros” offers a rare chance to engage with PUMA’s rebellious new icon in a way that’s as unforgettable as the design itself.
To participate in this activation and have a chance to win your PUMA Mostro, visit the Mall of the Emirates in Dubai, next to the PUMA store, from 13th to 26th June 2025.
