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Sole DXB

Sole DXB

Street wear, kicks, art and so much more, meet the new Dubai

Branding, Experiential Marketing

The Brief

Dubai, renowned for its luxury and opulence, wasn't typically associated with vibrant street culture. SoleDXB recognized this as an untapped opportunity, envisioning a platform that would not only celebrate but also ignite the region's burgeoning street scene. Since 2015, SoleDXB has defied expectations, growing exponentially and evolving into a powerful force within Dubai's cultural landscape.

Their vision extends beyond simply hosting events; SoleDXB is committed to fostering a thriving community of designers, artists, and enthusiasts. By championing product design, brand marketing, and creative expression, they aim to inspire a new generation of talent and redefine what it means to be "street" in Dubai.

Our Solution

SoleDXB envisioned a campaign that would transcend clichés and redefine what "street-style" meant in the context of Dubai's dynamic cultural landscape. They wanted to create a movement that celebrated the city's diverse communities, fostered creativity, and fueled excitement for their upcoming event.

To achieve this vision, we crafted a campaign that seamlessly blended cultural authenticity with cutting-edge marketing strategies. We delved into the heart of Dubai's street scene, capturing its raw energy and eclectic style through compelling visuals, engaging narratives, and immersive experiences. We partnered with sponsors to create authentic collaborations that resonated with the target audience, generating a buzz that extended far beyond traditional marketing channels.

The Results

SoleDXB's fifth anniversary in Dubai marked a turning point, transcending its sneaker-centric origins to embrace a broader spectrum of contemporary street culture infused with a unique Middle Eastern flair.  The event had evolved into a cultural melting pot, where tradition and luxury converged, attracting a diverse audience eager to experience the region's vibrant street scene.

This milestone year saw SoleDXB expand its reach, hosting renowned figures from music, sneaker, and art communities worldwide.  Basketball, a core pillar of the event, took center stage with the Sole Ball Above All Classic tournament, sponsored by Nike, uniting regional teams in a thrilling competition.

The success of SoleDXB's evolution was made possible through collaboration with a diverse array of partners, including creative agencies like Lightblue and Blackrainbow, institutions like Dubai Design District, and iconic streetwear brands like Nike, Puma, Adidas, and Air Jordan. Notable figures like Hiroshi Fujiwara, Pusha T, and Jeff Staple added their creative voices to the mix, enriching the event's cultural tapestry.

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