Anyone else obsessed with this Usain Bolt x PUMA collab?
Doha’s running community came together for a memorable experience as PUMA hosted a high-energy shakeout run at Khalifa International Stadium, in partnership with the Qatar Athletics Federation. Created to celebrate movement, performance and connection, the event brought together everyday runners, elite athletes, creators and sports enthusiasts from across Qatar.
What began as a relaxed 1.5km shakeout run quickly became a moment few will forget. To the surprise of participants, global sprinting icon and the world’s fastest man, Usain Bolt, made an unexpected appearance, instantly lifting the atmosphere and energising the stadium.
Bolt stayed to support runners taking part in the 100m Bolt Sprint Challenge, with separate men’s and women’s heats offering participants the rare opportunity to compete on the same track that has hosted Olympic and World Championship moments. He later joined sports and media personality Hadeel Riyad for an open Q&A session, sharing insights from his career and connecting with the local running community.
Attendees were also invited to experience PUMA’s latest performance footwear through the on-site NITRO Van, where runners could trial PUMA NITRO innovations and receive tailored shoe recommendations based on their individual running needs.
The energy was further elevated by the presence of Qatari Olympic and World Champion Mutaz Barshim, alongside PUMA Middle East athletes and leading regional content creators, who captured and shared the excitement with their audiences.
With brand partners including Red Bull, Oakberry and Burgeri, interactive activations, giveaways and a fully immersive on-ground setup, the event attracted a strong turnout from Qatar’s growing running community and reinforced PUMA’s expanding presence in the local running scene.
The momentum continued beyond the track the following day, as Usain Bolt visited Newton International Academy Lusail, leading students through a fun and engaging movement session designed to inspire the next generation. He later officially opened PUMA’s new store at Doha Festival City, marking an important milestone in the brand’s regional expansion, before meeting fans during an exclusive public meet-and-greet.
Speaking on the activation, Johan Kuhlo, Managing Director of PUMA Middle East, said: “Qatar has one of the most passionate and fast-growing running communities in the region, and our goal is to support, elevate and be part of it. Bringing Usain Bolt to Doha was an incredible moment, not just for PUMA but for the community. Seeing everyday runners, children and elite athletes share the same space is exactly what running is about, and it is what we will continue to champion in Qatar.”
The activation forms part of PUMA’s wider strategy to grow its running presence beyond the UAE and into key GCC markets such as Qatar, home to some of the region’s most prominent World Athletics validated races. By collaborating with iconic global athletes like Usain Bolt alongside regional stars such as Mutaz Barshim, PUMA continues to create meaningful experiences that celebrate and strengthen running culture across the region.
