Sole DXB Street Culture Campaign

Dubai is known famously for a great many things, but street culture is not something people usually associate Dubai with. SoleDXB saw an opportunity to change that, and be the platform for all things street. Since 2015, SoleDXB has been growing in strides after strides, becoming larger and more popular with every year.

Taking product design and brand marketing as the new frontier in compelling others to think differently, create distinctively and communicate effectively. SoleDXB aims to inspire and encourage growth within the design and progressive fashion sector in the region.

The global audience has become too familiar with the stereotypical ‘street-style’ – SoleDXB wanted to step out of the boundaries with this campaign and definitely add that Middle Eastern flair, offering a window into the cultural melting pot that is Dubai.

We wanted to build and conceptualize a campaign that charged up potential consumers for the next SoleDXB event, not only from a content marketing perspective but also from the sponsors’ views. The enthusiasm that was centric to the previous events, was just ready to get completely charged up.