To relaunch Puma’s 1999 Mostro, we brought back its rebellious, night-creature spirit with a campaign - The night belongs to Mostro. The first sneaker launch to take place at midnight, turning night time into prime time.


Mysterious spiked pods suddenly appeared across the UAE, sparking viral videos, influencer buzz, and media intrigue. At the center: A glow-in-the-dark ‘Free The Mostro’ Pod was launched in Mall of the Emirates.

Wrapped up by ‘The Mostro Hunt’, a one-day blackout experience inside a Puma store, where visitors had one shot to find the Mostro in total darkness.


The results? 4M+ views and 46K+ Instagram interactions across the region.