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Returning this November for their fifth annual showcase even, Sole DXB take us on a journey down the gold-fueled backstreets of this young city, illuminating Dubai’s unique style history in a region where swag has always been king. Welcome to ‘City of Gold’.

With participating brands showing off never-seen-before wares including the likes of adidas Originals, New Balance, Nike, and Puma, and a top secret music lineup set to be announced next week, trust me when I say this year’s festival is one not to be missed. Ahead of this I share the lead 2016 campaign creative, showcasing bespoke Sole DXB knuckle dusters designed especially for the festival, along with a supporting film documenting the design process.

Sole DXB announces event details for 2016, with the support of Cadillac Arabia, Dubai Design District (d3), Lenovo, PepsiCo. and Vida Downtown Dubai. The celebrated two-day Dubai festival, returns this November 18 & 19, 2016 at d3, offering up a lethal dose of contemporary street culture, cut with distinctive Middle Eastern flair. As the spotlight returns to the region’s annual showing, Sole DXB announce their 2016 event billing and present this year’s lead campaign, illuminating Dubai’s unique style history in a region where swag has always been king. Welcome to the ‘City of Gold’.

In the dusty back streets of one of Dubai’s oldest neighborhoods lies Deira, a place where tradition meets necessity – signs simply marked ‘Al Souq’ emblazoned with the outline of a necklace point the way. The souqs, traditional shopping bazaars native to the Middle East, hint at days that once were. At least 100 years old and once a major link in the world’s historic trade routes, they sit in traditional style, rows upon rows zig-zagging down narrow pathways with wooden roofs. A few steps further and it is the gold souks that brighten the path of what still is a city where this precious metal is the lifeblood pumping through its newly etched veins. In a nod to this cultural heritage, Sole DXB present their 2016 campaign, a contemporary documentation of this age-old craftsmanship and how it continues to thrive in this present day.

Having begun life sneaker-focused, Sole DXB has grown into so much more – a melting pot of cultures where, just as the film highlights, tradition and luxury truly meet. This year the event gets even wilder, playing host to some of the biggest figures from across street industries, including key figures from music, sneaker, basketball and art scenes. Reflecting this growth, Sole DXB is delighted to call Dubai Design District (d3) home for Dubai’s only street and urban culture festival. Mirroring what d3 has set out to achieve, building a thriving creative neighbourhood with a diverse community of people with wide ranging interests, Sole DXB brings together this creative collective for a truly inspiring two day event.

Over the two days a series of globally never seen-before-product is set to be unveiled from a host of participating brands such as adidas Originals and PUMA Select – and brand new additions to the 2016 billing: Leading footwear concept Level Shoes, New Balance and Nike. Level shoes is set to showcase a tight edit of exclusive and limited edition designer sneaker collections, a never seen in Dubai Maison Margiela Paris retrospective and select designer appearances. Sole DXB’s ‘Early Retirement’ concept store will also be present, showcasing standout brands from around the world otherwise unavailable in the region, as well as featuring their own exclusive collab drop, PUMA Clyde x Sole ‘SWAG’. And from off the shelf and rail, to out of the lock-up, Swap & Sale will offer people the opportunity to source footwear heat like no other with a small selection of hand-picked global collectors showcasing their wares, including leading UK’s premier sneaker festival.

As ever basketball will play a key part in event proceedings, sponsored by Nike, the Sole Ball Above All Classic, an open winner-takes-all tournament made up of 11 teams from the region, getting the blood pumping. More information to follow on this as the story breaks.

Building on the huge success of 2015, Sole DXB is going from strength to strength, with music and brand billings to rival any in the world, put together like no other. This November Sole DXB welcomes east and west to come and enjoy this unique golden flavour.

For more info, head to www.soledxb.com.

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