2013 Winners & Shortlists

SOLE ME

Short List
Client/BrandSOLE
Product/ServiceSOLE DXB
EntrantMOLOOBHOY & BROWN Dubai, UNITED ARAB EMIRATES
Type of EntryDesign
CategoryPUBLICATIONS
Entrant Company MOLOOBHOY & BROWN Dubai, UNITED ARAB EMIRATES
Advertising Agency MOLOOBHOY & BROWN Dubai, UNITED ARAB EMIRATES

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

Name Company Position
Hussain Moloobhoy Moloobhoy/Brown Creative Director
Elliott Brown Moloobhoy/Brown Creative Director
Francis Contreras Photographer
Hussain Moloobhoy Photographer
Najmudeen Nathan Strawn Copywriter