21-05-2025
- Entertainment
- ILoveQatar.net
Doha Festival City redefines sport and style with exclusive global brands
In Qatar, sport isn't just played—it's lived. From the thunder of race cars at Lusail to the roar of fans in stadiums, athleticism pulses through the nation's identity. It's a reflection of ambition, national pride, and an unwavering drive to be world-class. But today, Qatar's love for sport extends beyond the track or the pitch. It's walking the city streets, practicing yoga at sunrise, and making bold statements in luxury boutiques. This convergence of performance and prestige stands out at Doha Festival City.
The mall is fast becoming the ultimate destination for those who see sport not just as a pastime, but as a lifestyle—and who want to dress the part, in a setting where style expression and coveted trends take center stage. With the recent debut of global names like New Balance, Represent, and Alo Yoga—each marking their first entry into the Qatari market— the mall is positioning itself as the style capital for modern athletes, wellness enthusiasts, and streetwear-savvy shoppers alike.
At the forefront of this retail revival is New Balance, whose debut store at Doha Festival City is the only one of its kind in Qatar. Known worldwide for its fusion of heritage design and high-performance footwear, the brand is upping the local game by, not only planning an upcoming immersive mall run, but by introducing exclusives tailored to the Qatari market. One standout? A sleek line of Al Sadd football jerseys—introduced through New Balance's sponsorship deal with the Qatar Stars League club—drawing inspiration from the team's iconic black and white colors.
The latest kit features the 'Remembering 1989' inscription and a wolf badge on the back, adding emotional and symbolic weight in a tribute to their legacy as the first Arab team to win the Asian Football Championship, highlighting the club's rich history and achievement.
'The Al Sadd-inspired collection celebrates Qatari pride while embodying our global design ethos,' said Ahmad Oriqat – Head of Marketing, Alshaya Group. 'Being the first to market here means we get to set the tone—and Doha Festival City provides the perfect platform to do that.'
Adjacent to this momentum is Alo Yoga, whose Qatar flagship outlet is also housed within the mall. Cult-followed by everyone from LA influencers to global athletes, Alo brings cutting-edge activewear built for yoga, pilates, and paddle tennis. In a market increasingly driven by wellness and boutique fitness culture, the label gives Qatari consumers the ability to express that lifestyle through sleek, elevated essentials.
Adding to this exclusive mix, Doha Festival City has recently welcomed Represent, the sought-after UK-based label known for its bold take on modern athleisure. The store features the brand's coveted 247 active range, fusing streetwear aesthetics with performance-ready design, and offering Qatar's fashion-conscious athletes and trendsetters another distinctive option under one roof.
'Alo, Represent and New Balance give us a real competitive edge, and reaffirm our focus on delivering unique retail experiences that appeal to a new generation of consumers driven by individuality and global style influence'. Says Christopher Barton, Director - Asset Management, Doha Festival City. 'They're not just brands—they're movements. That resonates deeply with our audience, who want international style without compromising function or exclusivity.'
The luxury doesn't stop at apparel. For collectors and motorsport fans alike, Doha Festival City offers a tightly curated range of timepieces that tie directly into Qatar's bustling sports and racing calendar. Tissot, a brand synonymous with MotoGP™, has unveiled its T-Race MotoGP 2025 collection—two limited-edition models that channel the adrenaline of the racetrack into precision watchmaking. With brake disc-inspired bezels, helmet-shaped presentation boxes, and intricate openwork dials, they capture the pulse of the sport and the prestige of exclusivity.
The mall's appeal to trend-savvy athletes extends into the digital arena too. As the Official Destination Partner of the Electronic Qatar Stars League (E-QSL), Doha Festival City is proud to support Qatar's next generation of e-sports talent through interactive in-mall activations and content. As the only tournament of its kind in Qatar, the E-QSL brings the energy of the football pitch into the gaming world, connecting the sporting community with fans through competitive, tech-driven experiences.
In the dynamic sporting environment the mall has carved out for itself, even global icons like Mutaz Barshim, who is known to have designed his own luxury watch range, step off the podium and into the spotlight, joining events like GQ Live at Doha Festival City to share stories that inspire, spark dialogue, and reflect the deeper cultural momentum driving Qatar's sporting evolution.
This synergy between performance and luxury extends throughout the mall, with standout offerings from the Qatar National Team's sports brand sponsor, Adidas, Nike, Asics (the official sponsor of the Qatar Olympic Committee), and Under Armour, all styled to meet the demands of Qatar's high-octane lifestyle—from the Amir Cup to the FIFA Arab Cup 2025.
At Doha Festival City, the convergence of sport and fashion isn't just a trend—it's fast becoming a statement. From race-day statements to paddle court looks, athleisure consumers today demand more than typical mall offers, they're looking for a curated space where global trends meet athletic lifestyles. This is more than a shopping experience—it's where Qatar's modern athletes, tastemakers, and wellness enthusiasts come to define how they move, compete, and express their identity through style.
