2013 Winners & Shortlists

Brief Explanation

Promote the Sole urban platform as well as the Sole DXB sneaker summit by showcasing all the participating brands, latest trends - news and reviews, graffiti artists, dj's and musicians that were participating at the event. Our goal was to create a publication that would resonate with the target audience and stand out against other print in Dubai.

The Brief

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. Promote Sole and SOLE DXB, the region's first sneaker summit. Define to the urban, fashion enthusiasts who previously had nowhere to turn to in the Middle East for inspiration and to keep their finger on the pulse of emerging trends, that Sole is a new and leading urban platform in the region.

How the final design was conceived

A focus on the Sole brand highlighting their philosophy on the front cover. A 12 page news print featuring relevant fashion-footwear news closely related to emerging style and design trends in the Middle East. The newspaper didn't rely on glossy spreads or complicated print techniques. In line with the urban nature of the subject, we kept everything raw and gritty. We relied solely on the strength of the written content, photography and typography.

Indication of how successful the outcome was in the market

Sole Times was a free publication distributed at all the featured sports brands retail outlets, to galleries around the city, and to over 5,000 attendees at SOLE DXB. Bringing out the urban, grungy side of a city known for its glitz and glamor, the publication explored a side of Dubai that the city itself hadn't even realized existed. And in doing so, Sole was able to define a new urban platform in the Middle East.