Community Threads:
Giving the Street Cricket community an identity.
Background:
Street cricket in the UAE isn’t played in stadiums—it’s played in parking lots, sandy fields, and back alleys. These makeshift pitches bring communities together, yet street cricket had no identity, no jerseys, no recognition. Players built their own teams and rules, but nothing visibly connected them to the game or the places they played. These teams deserved more than just a uniform—they needed something that told their story and represented where they came from.
Idea:
PUMA gave street cricket teams something they never had—an identity they could wear. We created design assets for each team inspired by the very streets they played on. Each design was shaped by textures, colours, and landmarks from their neighbourhood—electric pylons, tire tracks, steel frameworks, and all the things that people don’t notice, became our inspiration. The designs were turned into team jersey’s that were worn as badges of pride, woven from the streets and stories of the players themselves.
Execution:
PUMA worked with six teams to co-create jerseys that visually represented their neighbourhoods and playing grounds. Patterns and textures were pulled directly from real-world surfaces—urban lots, industrial grids, and even carpets used as makeshift pitches. Logos were crafted to reflect each team’s local surroundings, ensuring authenticity. Beyond the game, the jerseys became part of mainstream culture.
