By  on December 5, 2018

The Middle East, particularly Dubai, has become an important region for luxury brands over the past few years, but it’s becoming an increasingly important market for streetwear labels and athletic companies wanting to take advantage of Dubai’s popular mall culture — Nike opened a 35,400-square-foot store last weekend at the Dubai Mall for example. But with a market of shoppers that skews young, brands are wanting to foster a direct connection not just by selling to the region but engaging with it.

One way they are able to do that is via Sole DXB, an annual footwear, music, art, and lifestyle festival that takes place in the Dubai Design District Dec. 6–8. Founded by Hussain Moloobhoy, Joshua Cox, Kris Balerite and Rajat Malhotra in 2010, the event started small as a screening to “The Mystery of Flying Kicks,” a 15-minute short film that required each guest to wear a pair of sneakers for entry.

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