Dubai, United Arab Emirates — 27th October 2025 — PUMA took its new global running campaign, The Runner’s High, to thrilling new heights with a sunrise stunt that’s 219 meters above the ground at the Sky Views Edge Walk, Address Sky View Hotel with XDubai.
With a 4:00 AM kick-off and a strong GO WILD spirit, runners embraced the rush and chased the ultimate Runner’s High. As the city slept, select athletes and influencers gathered for an experience like no other. Against the dramatic backdrop of Dubai’s skyline, treadmills were installed on the Edge Walk’s platform suspended high above the city with a view of Burj Khalifa where participants ran towards the sunrise and the peak of the Runner’s High.
With this epic experience PUMA showcased it’s fearless spirit, delivering a bold and venturous experience that literally took runners above the city and marked the launch of the PUMA Velocity NITRO 4, the brand’s latest innovation designed to take running performance to the next level. Engineered with advanced NITROFOAM technology, the shoe delivers improved breathability and the best traction, built for runners who push limits.
The activation brought together an inspiring lineup of athletes and creators which highlighted how the Velocity NITRO 4 is made for everyone, from elite athletes to casual runners, it’s a shoe that empowers all to experience their own version of the Runner’s High. Among those who took part were Lisa Migliorini known as“The Fashion Jogger”and global marathoner, Abdellatif Adwan, Jordanian athlete and Six World Marathon Majors finisher, Evren Ozka, an entrepreneur and endurance athlete, Ahmed Sam, PT, online coach, and founder of LFG and Andreia Brazier, four-time Fitness Model World Champion. They were joined by leading fitness and lifestyle influencers such as Hana Basrawi, Ahmad Blaibleh, Zeynab El Helw, Shahinaz Al Bouchi and many more, each sharing their one of a kind Runner’s High experience with audiences across the region.
Johan Kuhlo, Managing Director of PUMA Middle East, said:
“For PUMA, running is more than just performance but it’s also about the emotion, the adrenaline, and the rush of constantly pushing and breaking boundaries that comes with it. With this sunrise activation, we took that feeling to new heights quite literally capturing the essence of the Runner’s High above Dubai’s skyline. It was an epic moment that embodied PUMA’s GO WILD energy and our drive to empower runners to feel unstoppable with every stride.”
By taking The Runner’s High beyond imagination, PUMA redefined what it means to run, blending adrenaline, performance, and emotion to celebrate those who dare to GO WILD and experience the Runner’s High from an entirely new perspective.
The PUMA Velocity NITRO 4 is now available at PUMA stores, puma.com, and PUMA partner retail stores across the region.
