In the UAE, thousands of migrant workers leave everything behind, but find belonging through street cricket. On rough patches of sand, under neon lights, they build brotherhoods. They play like family.

But while the game gave them connection, they still lacked recognition.

PUMA set out to change that.

We went to where they lived and played from the worker villages to the empty lots that became their pitches.

Every colour, texture, and landmark of those spaces carried meaning. The overlooked details of their neighbourhoods became the foundation for something bigger: a design language that truly belonged to them.

Each team received an identity woven from its own surroundings, uniforms that told their story, symbols stitched with pride. These kits weren’t just about sport; they were flags of belonging.

Through design, PUMA gave an unseen community visibility transforming local teams into local legends.