October 30, 2018


The Region’s Biggest Cultural Festival Champions Young & Independent Brands from Emerging Markets

Sole DXB announces its return for 2018, with the support of its partners Cadillac, Dubai Design District (d3), Dubai Tourism and Sprite.

The highly anticipated three-night, two-day cultural festival, will take place on December 6,7 and 8, 2018 at d3, with tickets now on sale at

The first of its kind at its inception in 2010, Sole DXB has grown leaps and bounds from its humble beginnings as a block party to a highly-trafficked cultural event with over 22,000 people in attendance, showcasing some of the best talent and ideas from the industry, worldwide.

The event acts as a pioneering hybrid between a festival and a direct-to-consumer fashion trade fair, built on the four pillars of: Hip Hop, fashion, art and basketball.

This year, Sole DXB focuses on what’s next from around the globe. Having spent the past few years pulling on threads from New York, London and Tokyo, 2018 sees Sole setting its sights on youth culture and trends across fashion, art and music in emerging markets.

Paying homage to the 30th anniversary of the second Summer of Love, Sole DXB looks to celebrate a new cultural movement championing independent brands, and celebrating the next generation of creators and artists from South Africa, India, Turkey, Nigeria,UAE and more.Raj Malhotra,Co-Founder of Sole DXB said:We made multiple trips to Cape Town and Johannesburg, connecting with designers, artists, musicians, creators in each city, learning their stories and digging into their culture. We feel that South Africa is a good representation of what street culture looks like when it’s still organic, in cities with rich and complicated histories. South Africa’s recent past has given voice to a new generation of creators,that are forming ideas shaped by race, culture and identity.͟ He added,With every community we’ve explored, Sole has looked to build a direct bridge between our city and theirs. This exchange of ideas will be showcased through our talks, live music program me, screenings and presenting brands at this year’s event.

Having hosted the cultural festival for numerous years, Sole DXB is delighted to call Dubai Design

District (d3) home. Aligned with d3’s vision to build a thriving creative neighborhood with a diverse

community of people with wide ranging interests, Sole DXB brings together this creative collective from across the region for a truly inspiring event.Over the two-day event, there will be an experiential activation from adidas,who will also be dropping Yung Series, Never Made, Yeezy and Dragonball Z.

A series of exclusives, will include products from; Dior,Farfetched – the global technology platform for luxury fashion, and Puma,as well as the launch of the Reebok Classic collection by Pyer Moss. In addition, an all-new vehicle by Cadillac will be revealed, for the first time in the Middle East, at the event. Supporting the burgeoning creative scene, the young brands that will be showcasing at Sole DXB, include:Leaf Apparel and Unknown Union from South Africa,Almost Gods and Nor Black Nor White from India, and homegrown UAE talents including Precious Trust and Amongst Few.

Moving onto this year’s Early Retirement concept store, Sole DXB has collaborated with 10 brands and creators,

including the likes of Hassan Hajjaj, Precious Trust and The Basement, to produce an exclusive run of Sole DXB merchandise, only available at the event.

Other key elements to the event, include; Sole Ball Above All Classic, Sole DXB’s basketball tournament and the Sneaker Swap, where people will have the opportunity to buy, sell and trade footwear from leading collectors in the region. As Sole DXB grows from strength to strength, 2018 is set to deliver its strongest line up to date.Standby for further announcements on an unrivalled music billing, industry talks, and much much more.

Event:Sole DXB Dates: 6th, 7th, 8th December 2018

Times:6th doors open at 6pm until 10pm

7th& 8th doors open at 12pm until 10pm

Ticket prices:

Pre-sale release 16th

October, limited early bird weekend pass AED 250

General release 24th October, weekend pass AED 295 and day pass AED 195

Tickets will be available through

Virgin Megastore Tickets,Dubai Calendar App, and

Download the Sole DXB App from the Apple App Store and Apps on Google Play for further announcements and the program me.

For all media enquiries contact:plus 1 Communications

Nermine Kashef || +971 (0)52 750 0869

 Sole DXB

Beginning life in 2010, as a meeting point for a handful of likeminded Dubai- based friends with a love of allthing’s sneakers, Sole DXB has grown into so much more: a three-day annual cultural festival spanning livemusic, workshops, film screenings, brand activations, contemporary fashion, art installations and the region’s most competitive streetball tournament, saw over 22,000 people through its doors last year offering fresh insight into the ever-evolving alternative Middle Eastern lifestyle. Sole DXB is more than a party

Sole DXB is a pinnacle figure in the region’s burgeoning street culture scene, providing a local platform for this global community who shape the future of progressive street culture, at home and abroad.

Full brand stockist

PUMA, Reebok Classic, adidas, Farfetch, Dior, Levis, Herschel, Tommy Hilfiger, Kappa, Le Coq Sportif, Crep Protect, Black Rainbow, Virgin Megastore X Staple, BAT (British American Tabacco), Les Benjamins, Amongst Few, RVCA, Concepts, Highsnobiety, AKIN, Early Retirement, Angel Syrup, Precious Trust, New Era, Red Bull,Still Good, Nor Black Nor White, Unknown Union, Harrami, 5IVEPILLARS, Almost Gods, Sprayground, KA1, TheGold Gods, Leaf Apparel.


Cadillac has been a leading luxury auto brand since 1902. Today, Cadillac is growing globally, driven by anexpanding product portfolio featuring distinctive design and technology. More information on Cadillac appears at Cadillac’s media website with information, images and video can be found at

 Dubai Design District

Dubai Design District (d3), a member of TECOM Group, is a destination dedicated to design that reinforces

Dubai’s new status as a UNESCO Creative City of Design. Established to provide a platform for the region’s growing number of designers, creative professionals and artists to unite, create and inspire, d3 has fast become a hub for inspiration and innovation. Located in the heart of Dubai, the thriving neighborhood is home to emerging designers as well as international brands.

With over 450 creative partners, including architects, interior designers, photography studios, product and fashion designers, d3 also has more than 45 retail stores and eateries. The Design Quarter at d3 offers visitors the opportunity to discover a variety of design showrooms and art galleries, indulge in authentic dining experiences, and shop at homegrown lifestyle boutiques, fashion ateliers, and international design showrooms.

d3 is also a popular events space that attracts international artists and audiences to cultural exhibitions and gatherings such as Dubai Design Week, Fashion Forward and Sole DXB a regional lifestyle platform for footwear, fashion, culture, art and design. In addition, the destination regularly hosts a roster of industry talks,workshops and educational programming, accessible to people of all ages.

Now open to the d3 community and the district’s visitors, The Block at d3 is a space to escape, relax, unwind and get fit. The recreational facility features a skate park, a basketball and volleyball court, climbing walls, an urban beach, as well as outdoor seating and entertainment areas.

For more information, please visit

 Dubai’s Department of Tourism and Commerce Marketing (DTCM)

With the ultimate vision of positioning Dubai as the world’s leading tourism destination and commercial hub,Dubai’s Department of Tourism and Commerce Marketing’s (DTCM) mission is to increase the awareness of Dubai to global audiences and to attract tourists and inward investment into the Emirate.

DTCM is the principal authority for the planning, supervision, development and marketing of Dubai’s tourism sector; markets and promotes the Emirate’s commerce sector; and is responsible for the licensing and classification of all tourism services, including hotels, tour operators and travel agents. Brands and departments within the DTCM portfolio include Dubai Convention and Events Bureau, Dubai Calendar, and Dubai Festivals and Retail Establishment (formerly known as Dubai Events and Promotions Establishment). In addition to its headquarters in Dubai, DTCM operates 20 offices worldwide.

Virgin Megastore

Virgin Megastore is a global entertainment brand, and the leading lifestyle retail destination in the Middle East & North Africa region, with 43 stores in 9 markets. Since its establishment in the UAE in 2001, VirginMegastore set a constant target of establishing and expanding its Middle East presence as well as its product offering to fulfill growing trends and expectations in the region.

A one-stop shop for all entertainment needs, covering cultural entertainment products such as music, movies, and books, as well as other product categories including electronics & accessories, gaming, fashion & accessories, gifts & toys, and much more. Virgin Megastore has created a whole new experience in

entertainment retail by balancing international trends while catering to local

cultures across the region. This is done through continuous evolution in the brand experience and range, as well as constant support for the regional art scene. Virgin Megastore is truly a global brand with local flavor.

With its unique shopping experience, Virgin Megastore is an innovative entertainment destination for trendsetters and technophiles.

For more information, please visit:

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