Floating football pitch - The Fearless Arena Palm Jumeirah launched by PUMA

The Fearless Arena introduced the beloved game of football from the stadium to the sea with the aim of inspiring and encouraging people to be active and bring the community together to enjoy this one-of-a-kind experience, as a part of the Dubai's 30x30 initiative. The Fearless Arena, located on the water at Club Vista Mare and surrounded by a breathtaking Dubai skyline and beautiful beach, welcomed teams to reserve the venue free of charge for a five-a-side game by booking at PUMA.com. The pitch was made available for one-hour slots until November 27, from 8 am - 10 pm. For each game, all players were provided with PUMA's new ultra and future 1.4 football boots to play in during their time on the pitch.

Every element of the pitch from its bold graphic design to the structural layout embodies PUMA's Generation Fearless campaign; where being fearless is all about being yourself, backing yourself, and staying loyal to your own style. When you're fearless, you see nothing but potential in every moment, every action, whatever you do, do you.

Usain Bolt, brand ambassador of PUMA and world record holder visited the arena on November 21 alongside high-profile names such as Felix Streng, paralympic athlete, Esteve Calzada, chief commercial officer at City Football Group and former Cameroon football player Patrick M'Boma, who together enjoyed a friendly game under the sun.

PUMA partnered with Manchester City Academy, GEMS, and CB Football Management to develop fun games and youth tournaments throughout the duration of the event, to involve a wide range of age groups, including the tiniest football enthusiasts. Since the reveal of the arena on @PUMAME the response has been incredible, and bookings sold out.