logo
New Balance leverages experiences to launch Ramadan collection

New Balance leverages experiences to launch Ramadan collection

Campaign ME20-02-2025

To launch its first-ever region-specific Ramadan 2025 Collection, thoughtfully curated by local stylists, New Balance invited influencers, media and retail partners to a first-look to a fashion show celebrating the region's cultural heritage at the Bab Al Shams resort.
Along with the fashion show, the event included several activations, allowing guests to immerse themselves in New Balance's spirit of Ramadan. These included a 'Moonlight Ritual', a 'Reflections of Legacy' greenhouse, a personalised t-shirt booth and a charm station where attendees could customise their New Balance pieces with bespoke charms.
The grand finale gathered guests around a beautifully designed runway that showcased 30 looks put together from the new collection. The mix of models included regionally prominent influencers Shayma Sabry, who is currently battling breast cancer and Karen Wazen, a UNHCR ambassador.
'We wanted to do something that felt true to the region and aligned with the spirit of Ramadan,' said Ana Elisa Seixas, Head of Marketing, Middle East, Africa and India at New Balance. She explained that every moment of the launch event was designed based on insights that revealed how audiences in the region are looking for experiences that feel 'personal and meaningful'.
'By blending real-life stories, and fashion, we're giving people more than just something to look at. We're giving them something to connect with,' she said.
The event aimed to thoughtfully bring the new collection to audiences in the region, reflecting the brands ethos of authenticity, craftmanship and community. 'We're a brand that's built on doing things the right way, not just the easy way. This event reflects that ethos perfectly. It's not about following trends — it's about creating something that's true to who we are and meaningful to the community we're serving,' Seixas said.
In terms of results, New Balance hopes to see these stories amplified on social media, drawing in visitors to experience the collection first hand across their stores in the region. Invited influencers were chosen specifically based on groups of audiences they cater to.
'For us, engagement isn't just about numbers. It's about creating a meaningful dialogue with our audience, both in-person and online, and leaving them feeling inspired and connected to the brand,' Seixas said.
'We are also looking at having more events for the whole community. Whether it's open-air activations, interactive workshops, or expanding New Balance Run Club across the region, our goal is to ensure that New Balance isn't just a brand you wear but one that feels like home in every community we touch,' Seixas concluded.
In terms of bringing these experiences to the general public, New Balance hopes to host more community-driven events, pop-ups that bring people together, and collaborations with local artists and athletes that really highlight the unique spirit of the Middle East.

Orange background

Try Our AI Features

Explore what Daily8 AI can do for you:

Comments

No comments yet...

Related Articles

Relevance is the real luxury
Relevance is the real luxury

Campaign ME

timea day ago

  • Campaign ME

Relevance is the real luxury

Luxury is no longer just a product – it's a cultural conversation. And in the Middle East, that conversation is evolving faster than ever before. Traditionally associated with exclusivity, status and craftsmanship, the luxury industry is now navigating a more complex world. Today's consumer, particularly in the GCC, is younger, digitally fluent and culturally aware. They are not just buying into a brand – they are buying into a set of values and experiences that reflect who they are or aspire to be, making relevance more critical than ever. This shift is prompting client-side marketers to ask important questions: What does luxury mean to the next generation? How do we build emotional connection while preserving brand mystique? And how can we remain aspirational in a region where attention is fleeting? Here are four key challenges – and priorities – that premium brands must address to stay relevant in this dynamic landscape. From exclusivity to cultural relevance The traditional codes of luxury – heritage, craftsmanship and rarity – still matter, but they're no longer enough. In the Middle East, where identity and self-expression are increasingly individualistic, brands must rethink what exclusivity looks like. Younger audiences, particularly Gen Z, value purpose over pedigree. They expect brands to stand for something meaningful and reflect the diversity of their lives. A brand that once built desire through scarcity may now find more success by creating culturally relevant limited editions or partnering with local artists who offer fresh perspectives. Our own journey reflects this evolution. Since 2021, we've repositioned the brand toward a more luxury direction through major rebranding – from retail and packaging updates to a refined colour palette and a clearer, purpose-led identity. These moves were more than cosmetic – they marked a strategic shift to align with changing consumer expectations. Cultural relevance also means showing up authentically. That's why we've launched regional campaigns around key moments like Ramadan and collaborated with talents such as Laila Abdullah, fostering emotional connection through local storytelling. Rethinking the retail experience Despite the digital shift, physical retail remains central in the Middle East. Malls are more than shopping centres – they're lifestyle hubs. Consumers want more than transactions; they seek immersive, personalised experiences. Luxury brands must reimagine retail as an experiential space. This includes seamless integration between digital and physical – apps with VIP concierge services, AR tools in fitting rooms and loyalty programmes offering exclusive access. 'Luxury marketing isn't just performance-driven; it's perception-driven.' We recently brought this to life with the global launch of our Arianna collection, which featured a high-impact event and a Burj Khalifa takeover. This wasn't just about buzz – it created a culturally relevant moment that reinforced brand positioning and drove awareness. However, many brands still struggle with fragmented omnichannel strategies. CRM systems aren't always aligned with local behaviours and store teams may lack the training to deliver high-touch service. Solving this isn't just about tech upgrades – it's a mindset shift toward holistic client engagement. Bridging the talent and execution gap Another challenge is the disconnect between global strategy and local execution. Headquarters may set the vision, but local teams are the ones who bring it to life in culturally meaningful ways. The problem? There's a shortage of senior marketing talent in the luxury space who can blend global brand thinking with regional nuance. Agencies, too, are often stretched thin, with roles focused more on adaptation than innovation. To overcome this, brands must invest in building empowered in-market teams – marketers who think strategically, not just tactically. At the same time, agency relationships must evolve into co-creative partnerships that go beyond execution. Tracking desirability, not just visibility In the world of luxury, success isn't just about being seen – it's about being desired. At Swarovski, desirability is one of our key metrics. While performance indicators like reach and engagement offer a snapshot of campaign visibility, they don't fully capture the strength of emotional connection or long-term brand equity. Especially in premium markets like the Middle East, it's not enough to generate noise – we need to cultivate aspiration. That's why regional teams must push for frameworks that assess brand love, emotional resonance and cultural relevance – factors that build true affinity over time. It's about understanding how our brand is perceived, how it makes people feel and how meaningfully we show up in their lives. Luxury marketing isn't just performance-driven; it's perception-driven. And that calls for deeper, more nuanced metrics that reflect lasting impact – not just campaign visibility. The way forward is relevance The Middle East is not just a luxury growth market – it's a trendsetter. With its young, affluent population and appetite for innovation, it's fertile ground for bold, thoughtful brands. But relevance won't come from repeating global playbooks. It requires listening deeply, acting nimbly and marketing with both heart and context. For client-side marketers, the task is clear: lead with empathy, localise with integrity and remember – in luxury, the smallest details often speak the loudest. By Sarah Dja Yahia, Head of Marketing ME, SEA and India, Swarovski

Dubai Fitness Challenge in November, sunset yoga session to end event
Dubai Fitness Challenge in November, sunset yoga session to end event

Gulf Today

time04-06-2025

  • Gulf Today

Dubai Fitness Challenge in November, sunset yoga session to end event

The organising committee of the Dubai Fitness Challenge (DFC) has announced that its ninth edition will take place from 1st to 30th November, coinciding with the 'Year of the Community'. The committee also unveiled a bold, refreshed brand identity, which celebrates its transformative impact on the city's health and wellbeing. The announcement was made at a special gathering held to thank the government entities, schools, corporate entities, partners, fitness establishments and local communities that have helped make the annual event a resounding success. Khalfan Belhoul, Vice Chairman of the Dubai Sports Council and CEO of the Dubai Future Foundation, began the ceremony with gratitude for every individual, organisation, government partner and stakeholder who has helped shape the success of DFC, noting that more than 13 million people have taken part over eight editions. Launched in 2017 by Sheikh Hamdan Bin Mohammed Bin Rashid Al Maktoum, Crown Prince of Dubai, Deputy Prime Minister, Minister of Defence, and Chairman of the Executive Council of Dubai, the DFC embodies his vision to transform Dubai into one of the world's most active cities. Driven by this visionary leadership, the initiative's ongoing success supports the objectives of the Dubai Economic Agenda D33, reinforcing the city's position as a global leader in both business and lifestyle. Commenting on the impact of DFC, he said, 'With 2025 declared the Year of Community in the UAE, I am confident that this year's edition will once again unite friends, families, and organisations in the shared pursuit of a healthier, more active lifestyle.' Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment, said the Dubai Fitness Challenge has played a key role in encouraging healthier lifestyles and advancing the D33 Agenda's vision of making Dubai the best place to live, work, and visit. He added that the initiative's refreshed brand reflects its dynamic spirit and ongoing impact, as it continues to enhance well-being and strengthen Dubai's global standing. Alongside the refreshed brand, the 2025 highlight calendar was revealed, featuring 30 days of free and inclusive fitness events, fitness villages, community hubs, classes, and activities. This year's Challenge will feature a brand new flagship event: Dubai Yoga, which will bring the 30-day Challenge to a close with a sunset yoga session on 30th November. Returning events include the Dubai Ride, presented by DP World on 2nd November; Dubai Stand-Up Paddle on 8th-9th November; and Dubai Run, presented by Mai Dubai, on 23rd November. The 2024 edition saw a record-breaking 2,735,158 participants - a 14 percent increase from 2023. Data from 2024 highlights DFC's lasting impact: 18 percent of participants reported improved physical fitness, 15 percent noted enhanced psychological wellbeing, and 14 percent experienced greater self-esteem and reduced anxiety. WAM

Awqaf enriches Emirati pilgrims' spiritual, practical knowledge with Hajj kit
Awqaf enriches Emirati pilgrims' spiritual, practical knowledge with Hajj kit

Al Etihad

time03-06-2025

  • Al Etihad

Awqaf enriches Emirati pilgrims' spiritual, practical knowledge with Hajj kit

4 June 2025 00:19 AMEINAH ALZEYOUDI (ABU DHABI)To support Emiratis going on Hajj, the General Authority of Islamic Affairs, Endowments, and Zakat (Awqaf) has prepared a comprehensive kit to help them understand the essential values, virtues, and etiquette for the sacred kit is especially valuable given that nearly 91% of UAE pilgrims this year are performing Hajj for the first time. The annual pilgrimage officially begins on June 4. The kit — which has been put together in partnership with the UAE Council for Fatwa — is comprised of carefully curated brochures and booklets that aim to enrich the spiritual and practical knowledge of pilgrims, Awqaf told Aletihad . "This Hajj awareness kit reflects our deep commitment to guiding and supporting UAE pilgrims in performing their rituals with knowledge, faith, and peace of mind," the authority said.'It is our responsibility to make sure that each pilgrim is academically and spiritually ready for this auspicious voyage.'Among the key publications in the bag is 'Values of the Pilgrim', a booklet that offers lessons on essential moral and ethical values that a pilgrim should uphold during the sacred journey, the authority said. These values include humility, patience, generosity, and kindness — qualities that help pilgrims fulfill the true spirit of Hajj and enhance the likelihood of their pilgrimage being essential component of the kit is 'Supplication in Hajj', which highlights the significance of du'a (supplication) during the pilgrimage. It provides insights into the virtues, etiquette, and conditions of du'a, along with a collection of comprehensive prayers that pilgrims may need throughout their journey. The package also includes a scholarly guide titled 'They Ask You About Hajj: Fatwa Stations', compiled by the UAE Council for Fatwa. This publication addresses frequently asked religious questions and issues related to Hajj, offering reliable rulings and clarifications based on Islamic jurisprudence. It serves as a valuable reference for pilgrims seeking authentic answers during different stages of addition to the booklets, the kit features a map of the main Hajj stations, helping Emiratis understand the geographic and procedural flow of the pilgrimage. It serves as a practical guide to support planning, navigation, and the performance of rituals. Every pilgrim also received a copy of the holy Quran and a special Hajj prayer booklet as part of the kit, offering both spiritual guidance and easy access to essential religious text. This UAE initiative underscores the importance of proper religious preparation and spiritual awareness, ensuring that pilgrims are not only physically ready but also spiritually and intellectually equipped for this profound religious journey.

DOWNLOAD THE APP

Get Started Now: Download the App

Ready to dive into the world of global news and events? Download our app today from your preferred app store and start exploring.
app-storeplay-store