PUMA and Dubai Municipality unite to revamp Al Jafiliya basketball court

Powering the future of Dubai’s basketball community

Dubai Municipality has partnered with sports brand PUMA to revive one of the most established sporting landmarks in the Emirate, the Al Jafiliya Stadium. Harnessing the power of sport, art and innovative design, the community-driven project has restored the Al Jafiliya Dubai basketball court from its foundations up, injecting a new lease of life into an integral part of Dubai’s original street scene. The project celebrates PUMA’s re-entry into the basketball category with a strong focus on hoops and basketball culture. With the hope of creating a long-lasting and positive impact on the sports community, PUMA has reimagined and revamped the court with Dubai Municipality to create a space that brings together the people of Al Jafiliya and positively motivates the community to continue to play basketball. The new court aims to encourage basketball culture and keep the game alive in the region for generations to come.

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The project is part of Dubai Municipality’s efforts to encourage community sports, and the Al Jafiliya court, is the first in a series of sports venues that will be developed, with the aim of providing residents with more recreational facilities that promote sports and a healthy lifestyle. The court features a mural by artist Diego Wikander which has been inspired by the local basketball community and brings to life PUMA’s belief that the court is more than just a game. The court is a stage for music, fashion, and art, and the artwork has been designed specially to inspire the community to never stop playing. HE Daoud Al Hajri, Director General of Dubai Municipality, said: “Al Jafiliya Square, which opened in 2001, is one of the distinctive recreational facilities that we seek to develop continuously, as the municipality has cooperated with PUMA to carry out technical and development works for the basketball court in the square, as part of its efforts to take care of all services and facilities recreational and sports and maintaining the sustainability of the aesthetics of the civilised appearance of the Emirate of Dubai.” Abdelhamid Oraibi, Head of Marketing for PUMA Middle East said: “This project was a natural move for PUMA as the brand and basketball go hand in hand. PUMA Hoops is all about the culture-first mindset – we believe that sports culture is sport. This project allows us to give back to the basketball community for generations to come by giving the public a better place to play long-term. We want people to congregate, play basketball and experience public art together in this vibrant space that’s bursting with life.” To document the incredible project, PUMA has developed a docuseries that provides an insight into the soul of this talented basketball community.