This Is Why We’re Psyched for Sole DXB

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DJ Liutik Adidas Originals regional talent Sole DXB
DJ Liutik | Photo: Courtesy of Adidas

It’s been nine years since Sole DXB debuted – can you believe that?

Last year, the region’s leading culture and lifestyle festival with a streetwise focus hosted a total of 28,000 people. And given the brands, talks, films, showcases, exclusive drops, and musical talent that is making its way to Sole DXB 2019, we’re willing to bet that attendance will be even higher this time around. The annual festival prides itself on filtering the event through storytelling, which is why it is always accompanied by a theme. This year, it’s all things Jamaica, a.k.a. the land of bashment, ska, reggae, dancehall, and other influential music and dance movements.

2019 will also see the launch of a new activation at the event: the d3 Marketplace, an independent area hosting 13 breakout designers from Australia, Nigeria, South Africa, Russia, and other countries. The list of must-attend activities also includes a live performance by Wu-Tang Clan, the annual Sole Sneaker Swap, a talk with Yasiin Bey and Talib Kweli of Black Star, a dialogue with Petra Collins, a DJ set by Jurassic 5 legend Nu-Mark, a curation of the rarest sneakers for private sale, and amazing film screenings like Flight and Rudeboy

There’s so much to do and see and buy and hear at Sole DXB that it’s hard to know where to start. Our plan is just to show up and see where each day takes us. In the meantime, if you’re into planning your schedule, here are a few unmissable booths to massively up your ‘fit game.

The First Timers



For the first time ever, Birkenstock will have a presence at Sole DXB. At the ‘Birkenstock Sole Lounge’, guests can relax and unwind with a foot massage, customize their Birkenstocks, and find an exclusive line-up of designer collaborations with the likes of Rick Owens and Valentino.

Birkenstock x Sole DXB
Photo: Courtsy of Birkenstock

House of Jumpman

After a successful first run at Paris Fashion Week 2019, House of Jumpman lands in Dubai at Sole DXB, which is a showroom that comes courtesy of the “Jumpman” himself, basketball legend Michael Jordan. The house that Jordan built will have special visitors stopping by and a customization station, so diehards take note: you won’t want to miss this one.


Occhino Sport

Occhino Sport, a luxury streetwear brand based in NYC, is debuting its very first collection at Sole DXB. What we love is that it puts ethical concerns and mental health at the forefront of its DNA, making Occhino Sport the kind of “woke” fashion brand we hope to see more of. Stop by its booth to experience what it has to offer.


Cole Haan

Cole Haan makes its premiere appearance at Sole DXB with a showcase featuring collaborations with Jeff Staple of Staple Design and Chinatown Market x Smiley, alongside its signature ‘ZERØGRAND’ collection. Staple will be present twice a day at the Cole Haan booth so that sneaker enthusiasts can meet and greet the street culture icon, and that’s also where you can also register to get your hands on the new limited-edition Cole Haan x Staple Pigeon ‘ØriginalGrand Ultra’ sneakers.

The Returning Favorites



Levi’s returns to Sole DXB with the region’s largest pop-up Tailorshop, where you can fully customize your Levi’s – whether its a trucker jacket, a tee, or a classic pair of jeans. Come armed with ideas because Tailorshop allows you to choose from chainstitch monograms, pins, screen prints, fabric panels, and more in the pursuit of a one-of-a-kind Levi’s item.

Photo: Courtesy of Levi's

Les Benjamins

We’re already big fans of homegrown streetwear brand Les Benjamins, so you better believe we’ll be queuing for a chance to shop its new Spring/Summer 2020 collections that were inspired by Korea’s popular cross-country bicycle trail from Seoul to Busan – as well as a limited-edition women-only collection and a special capsule line created in collaboration with Ali Cha’aban. Les Benjamins will also host a customization workshop that is open to the public during all three days of Sole DXB.

Photo: Courtesy of @lesbenjamins


Not only is Adidas bringing regional talent like Freek TV, Thefamousguyyy, and Menon to the Sole DXB audience, but it’s also supporting the event with a bunch of exclusive Adidas Originals drops. We’re most excited to shop the Adidas Originals pieces featuring references to Jamaica through text, logos, and pictures.

Buy your tickets to Sole DXB here and download the app for the full schedule of events.

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