Dubai Municipality have partnered with global sports brand PUMA to revive one of the most well-known sporting landmarks in the Emirate, the Al Jafiliya Stadium.
Located near Satwa roundabout and the well-known RAVI restaurant, the Al Jafiliya court has been restored from the ground up through the efforts of this community-driven project.
It also features a brand-new mural which has been inspired by the local basketball community of the UAE and has been designed by artist Diego Wikander.
The goals of the collaboration
The project is part of Dubai Municipality’s efforts to encourage community sports, and the Al Jafiliya basketball 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.
Speaking about the history of the court and the collaboration with PUMA, HE Daoud Al Hajri, Director 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 civilized appearance of the Emirate of Dubai.”
“The municipality is keen to provide all amenities and entertainment for the residents of the Emirate in line with its vision to be a leading municipality for a global city, ensuring all the elements of well-being and happiness for members of society, and contributing to the consolidation of Dubai’s position as the best city in the world to live in.”
PUMA’s culture-first mindset
As for PUMA, the brand felt that it goes hand-in hand with the sport of basketball.
“This project was a natural move. 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.” Said Abdelhamid Oraibi, Head of Marketing for PUMA Middle East.
The brand hopes that the revamped court inspires a new generation of basketball players and sparks conversations around basketball in the UAE.