Brand | SOLE |
Product/Service | SOLE DXB |
Entrant | MOLOOBHOY & BROWN Dubai, UNITED ARAB EMIRATES |
Category | PUBLICATIONS |
Entrant Company
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MOLOOBHOY & BROWN Dubai, UNITED ARAB EMIRATES
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Advertising Agency
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MOLOOBHOY & BROWN Dubai, UNITED ARAB EMIRATES
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Brief Explanation
Dubai is known for a number of things, but sneaker culture isn't one of them. It's not that it doesn't exist - you just have to look a little harder to find it.
Seeking out an alternative side to a city known for its glitz and glamor, SOLE ME needed to explore a side of Dubai that the city itself hadn't even realized existed. We had to stay true to the culture and to define this inspiring and new urban platform in the Middle East.
The Brief
We were commissioned by Sole to create 'SOLE ME' a book to promote sneaker culture in the Middle East. An initiative designed to bring the region's sneaker-heads and their collections to light.
How the final design was conceived
We sought out the region's most enthusiastic collectors, and photographed and documented them at home with their collections. The publication didn't rely on glossy spreads or complicated print/binding techniques. In line with the urban nature of the subject, we kept everything raw and gritty. We relied solely on the strength of the concept, photography, typography and careful choice of paper stock that we strongly felt would appeal to the target audience.
Indication of how successful the outcome was in the market
After the first publication rolled out, dozens more sneakerheads in the region came out of the woodwork and asked to be featured in the next 2013 publication.
The region's biggest sports brands began to realize the enthusiasm - and purchasing power - of the Middle East's sneaker collectors. Having seen the demand Nike has introduced new basketball footwear product lines in their retail outlets across the region.
Sole exposure on relevant regional and international blogs highlighting that there is in fact a strong and fast growing urban culture in the Middle East. A big nod of approval from international enthusiasts and collectors.
Credits
Hussain Moloobhoy |
Moloobhoy/Brown |
Creative Director |
Elliott Brown |
Moloobhoy/Brown |
Creative Director |
Francis Contreras |
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Photographer |
Hussain Moloobhoy |
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Photographer |
Najmudeen Nathan Strawn |
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Copywriter |