Rabat – After building a career by moving effortlessly between cultures, the Moroccan-Belgian star DYSTINCT is bringing that same cross-cultural identity into fashion as the face of PUMA Middle East’s latest “Never Not Suede” campaign.
The campaign marks the first time PUMA Middle East has partnered with a regional artist to lead a Suede campaign, choosing DYSTINCT to reinterpret one of the brand’s most recognizable sneakers through the lens of his own story.
Rather than focusing solely on the shoe, the campaign is built around three defining parts of the artist’s world: music, fashion, and football.
Each setting pairs one of the new PUMA Suede colorways with a different chapter of DYSTINCT’s identity, creating a visual journey through the passions that have shaped him.
The classic black Suede anchors a retro-inspired music studio filled with vinyl records, towering speakers, and nods to the sounds that have influenced his genre-blending career.
In the fashion chapter, coffee brown Suedes complement a setting inspired by Moroccan streets, where traditional textures and patterns meet contemporary style, reflecting the artist’s ability to merge heritage with modern aesthetics.
The final chapter shifts to football, surrounding the bold orange Suede with jerseys, flags, trophies, and memorabilia inspired by Morocco’s football culture and DYSTINCT’s connection to the sport.
The collaboration mirrors the story of the Suede itself. Introduced in 1968, the sneaker has crossed generations and creative communities, becoming a staple among athletes, musicians, skaters, dancers, and artists while maintaining its distinctive identity.
That sense of authenticity is what drew PUMA Middle East to DYSTINCT, according to Jonathan Bannister, the brand’s Head of Marketing for the region.
“This partnership marks an exciting first for PUMA Middle East as we collaborate with a regional artist who genuinely reflects what the Suede has stood for over the years,” he said in a press statement.
“DYSTINCT has and continues to build his own legacy by bringing together different cultures, languages and creative influences while staying true to himself and his origins.”
Beyond DYSTINCT, “Never Not Suede” also shines a light on the wider creative community across the Middle East.
A series of accompanying social films features dancers, DJs, skateboarders, graffiti artists, and fashion creatives sharing how the iconic silhouette has become part of their own forms of self-expression.
