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The region’s biggest gathering of trendsetters and the fashion-forward will be taking place at SOLE DXB.

Serious collectors and budding enthusiasts will be joined by a who's-who list of streetwear brands and cult footwear designers in celebration of Middle East sneaker culture. PUMA is launching the PUMA Creative Factory "Built For One" T7 Jacket concept at the sneaker summit. PUMA is supporting for the second year with the ultimate sneaker lifestyle activations, including a live installation from Dutch artist Gaby Gaby. The PUMA Social Club will also be exhibiting never-seen-before Limited edition sneaker collections in the Middle East- including Deadmau5, UNDFTD, Toy Toy, Black Label and more - as well as the introduction of the PUMA Creative Factory Mobile Unit - to allow all sneakerheads to add another pair to their collection.