2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

This film is featuring Peter Ahn the owner of Frame Cafe and the designer of Nike Habibi Dunk Skate shoes. In this film Peter took us through his idea, inspiration and the design concept of the shoes.

Cultural / Context information for the jury

The project name is Habibi Dunk, the word 'Habibi' means 'my love' or 'my dear' in the local dialect and is used in the same way as 'dear' is used in English conversation. For example. I call my friend Amir (37 single Male) "habibi" which means: my dear Amir.

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

Peter Ahn "the shoe designer" came up with "Nike Habibi Dunk" concept that reflects his love for his family, culture and the city. The main objective is to introduce UAE culture to the world through the design. UAE is all about it's People (Locals & Expats) inspiring all talents, like Peter Ahn and with the culture diversity being one of the success pillars of thriving Dubai. Dubai Future foundation has teamed up with Peter Ahn; the local skate shop owner and Creative Director, to launch the special edition for "Habibi Dunk skate" The shoe is the first ever major collaboration between a UAE-based designer and the iconic sportswear brand Nike. It combines elements of Dubai’s past with contemporary design, highlighting the role that youth culture plays in UAE society today.