The Night Belongs To Mostro: Puma Turns Up The Heat At Mall Of The Emirates With A Nocturnal Challenge

What happens when fashion, performance, and pure adrenaline meet after dark in one of Dubai’s most iconic shopping spots? Enter the Mostro.

From now until June 26, PUMA is taking over Mall of the Emirates with Free The Mostros, a first-of-its-kind activation that transforms the sneaker drop into something much bolder: an immersive, all-day (but especially all-night) challenge where the brave walk away with more than just bragging rights.

At the center of it all: The Mostro Pod. Step inside, and the rules are simple — but the pressure? Not so much. A glowing message appears: “You have 10 seconds.” A hidden compartment reveals itself. Lights flicker. Sounds distract. You’ll need pure instinct, quick hands, and nerves of steel to grab the prize. If you win, you walk out with a pair of PUMA Mostros or exclusive gear. If not? You just became part of the spectacle; because yes, the entire thing plays out in real time, with bystanders watching your every move through external projections.

"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.”

The PUMA Mostro, named after the Italian word for “monster”, is unapologetic by design. A revival of early-2000s futurism, the silhouette is low, sleek, and just the right amount of spiky. Now reimagined in a high-voltage yellow and black, the Mostro makes its entrance in three editions: Prime, Ecstasy, and OG, each crafted to stand out, disrupt, and redefine sneaker culture.

And in a city where everything is louder, faster, and more curated than ever, PUMA understood the assignment: make it interactive, make it intense, and make it impossible to ignore.

Whether you’re in it for the sneaker or the thrill, “Free The Mostros” delivers a rare kind of energy — a nocturnal, street-smart, fashion-forward moment you won’t find in your typical drop.

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