In case you’ve been terribly preoccupied with Keeping Up With The Kardashians or something else "important" and happened to miss out on the magic that is Sole DXB, here's what you need to know about the fun, three-day festival.
In short, it’s a dynamic hybrid event that combines elements of a cultural festival with that of a direct-to-consumer fashion trade fair to create a buzzing extravaganza that shines a light on fashion, art, lifestyle and basketball.
This year, Sole DXB will be focusing on youth culture and trends across fashion, art and music from up and coming regional and international markets. It will champion independent brands as well as the next generation of creators and artists from South Africa, India, Turkey, Nigeria, UAE and many, many more.
Here's a breakdown of what you can expect when the event returns this December 6:
There'll be an experiential activation from adidas, who will also be dropping a number of new sneaks, which will include the Yung Series, Never Made, the latest Yeezy's and Dragonball Z's.
There will be a series of exclusives and experiences from high fashion brands like Dior and Farfetch aka the global technology platform for luxury fashion.
If you're a fan of PUMA, you're in for a treat. As the brand's set to launch its Selena Gomez X PUMA “Strong Girl” Collection, as well as PUMA CELL, RS-X, CALI. PUMA, and *takes a deep breath*, it's latest Thunder collaboration with fashion designer Lama Jouni and Istanbul-based streetwear brand, Les Benjamins.
Lifestyle & Art:
Some of the highlights include a vehicle launch by Cadillac and the chance to shop from some of biggest lifestyle brands on the planet, in one convenient location. A few of the labels to look out for include Concepts, Early Retirement, Highsnobiety and Trust.
A trip to Sole DXB will not be complete without visiting Sneaker Swap, which is a a fun initiative that allows you to buy, sell and trade footwear from leading collectors in the region. Score.
The Sole Ball Above All Classic is the festival's annual basketball tournament and, it will make you wish you a) could play, b) had better moves and c) were a bit taller.
There are some BIG names set to perform this year. Among them include legendary Queensbridge Rapper Nas, who will headline the main stage on Saturday.
Joining the "One Mic" singer on stage is American R&B duo Lion Babe, and one of the industry’s first female rappers, Roxanne Shante.
On Friday, December 7, adidas originals will present critically acclaimed rapper Giggs. And, Masego and “Lil Bebe” singer, DaniLeigh, will make their debut performances in the UAE on Friday and Saturday night respectively on PUMA's designated stage.
While Northampton artist, Slowthai, will be bringing a mix of grime, rap, and garage to the main stage. South Africa’s rising star Sho Madjozi, is also on the bill. As are local acts like Chyno, Zenden Lavon, Reem Ekay and F1DEL.
Bet you feel bad for not knowing about the festival now, ey?
To book your ticket, click here.
Sole DXB 2018
Where: Dubai Design District (D3)
When: December 6-8
Price: From Dhs195