In a city where cultures converge, fashion meets legacy, and stories are told through innovation, SVD and PUMA introduce Raabta Society. This initiative bridges tradition and modernity, honouring South Asian heritage while redefining contemporary style in Dubai’s vibrant landscape.

"Raabta" is an Urdu word that translates to “connection” or “link". It conveys a sense of meaningful connection, bond, or relationship — whether emotional, cultural, or personal. 

In the context of Raabta Society, the word beautifully captures the essence of the campaign: a soulful connection between people, cultures, and generations.

The campaign aims to seamlessly combine fashion, storytelling, music, and community to amplify cultural voices that often transcend borders. More than just a celebration, Raabta Society is a statement: a soulful movement where style and identity unite.

At its heart, Raabta Society is a powerful homage to the rich heritage of the South Asian diaspora in the UAE. It embraces the voices of third-culture creatives, influencers, and tastemakers — individuals who seamlessly blend their roots with modern sensibilities. By bringing together culture enthusiasts, storytellers, and advocates, Raabta Society creates an authentic space for celebration and representation.

Dubai’s status as a melting pot of diversity makes it the perfect canvas for this initiative. Through cultural activations, SVD and PUMA spotlight the intersection of heritage and innovation, while empowering a new generation of voices to share their narratives.

The centerpiece of Raabta Society is the iconic PUMA Speedcat we all wanted in pre-school. Originally launched 25 years ago as a motorsport-inspired silhouette, the Speedcat returns with a fresh, contemporary spin for Summer 2024.

This shoe takes center stage within this campaign, aligning with Raabta Society’s vision of cultural fusion (and sock-like comfort). 

Raabta Society is an authentic cultural platform. SVD and PUMA create genuine connections that resonate with audiences far beyond Dubai. This initiative is about people, heritage, and shared experiences. It bridges generations, empowering South Asian voices while fostering a collective sense of pride and identity. 

Whether through fashion, music, or art, Raabta Society tells stories that matter, reflecting the unique blend of tradition and modernity that defines today’s generation.

The campaign promises to deliver exclusive drops, curated events, and compelling content that celebrates connection in its purest form. It invites cultural enthusiasts, creatives, and style aficionados to participate in a journey that transcends fashion and explores the soulful beauty of heritage. So make sure to follow and stay tuned!