PUMA has literally taken running to new heights with the launch of its latest performance shoe, the Velocity NITRO 4. As part of the global campaign The Runner’s High, the brand staged a spectacular sunrise activation in Dubai, transforming the Sky Views Edge Walk—suspended 219 meters above the ground—into the world’s most thrilling treadmill run.
At 4:00 AM, while the city was still asleep, a curated group of athletes and influencers gathered for an unforgettable experience: running on treadmills set along the Edge Walk platform, overlooking the Dubai skyline and the Burj Khalifa, racing toward the sunrise and the peak of the “Runner’s High.” The stunt embodied both adrenaline and freedom, creating a moment as striking as the view itself.
The activation showcased PUMA’s fearless spirit and marked the official launch of the Velocity NITRO 4, engineered with advanced NITROFOAM cushioning for enhanced comfort, breathability, and traction. Designed to support all types of runners—from elite competitors to casual joggers—the shoe emphasizes performance without compromising on enjoyment.
The event brought together an inspiring lineup of athletes and creators, including marathon runner Abdellatif Adwan, Italian running influencer Lisa Migliorini, Jordanian athlete Evren Ozka, endurance coach Ahmed Sam, and fitness champion Andreia Brazier. Joined by leading fitness and lifestyle influencers, each participant shared their personal take on the Runner’s High, demonstrating the emotional side of running beyond simple physical effort.
“For PUMA, running is not just about performance—it’s about emotion, adrenaline, and the rush of pushing and breaking boundaries,” said Johan Kuhlo, Managing Director, PUMA Middle East. “This sunrise experience captured the pure essence of the Runner’s High above Dubai’s skyline. It was a bold moment that embodies PUMA’s GO WILD energy and our mission to empower runners to feel unstoppable.”
By elevating running—literally and symbolically—PUMA has redefined how the Runner’s High is experienced, merging performance innovation, emotional impact, and city-skyscape spectacle into one unforgettable moment.
The PUMA Velocity NITRO 4 is now available at PUMA stores, on puma.com, and across partner retailers in the region.
