Last month, New Balance made its return to BRED Abu Dhabi, joining an extensive line-up of fashion, footwear, and lifestyle brands at the five-day event.
Following from its 2024 activation with Dropkick where the two brands put an alternative spin on Arabic architecture, this year’s pop-up continued to explore traditional Middle Eastern spaces with the New Balance Souq. Inspiration behind the set-up came from the region’s historical courtyards that have long been at the heart of communities and commerce. Intertwining its signature gray hues with tiled floors, mosaic walls, and bench seating, it came together to offer visitors a place to unwind amidst the bustling festival.
As well as providing a chill-out zone, the “New Balance Souq” also hosted a customization booth where sneaker models could be updated with a selection of charms and trinkets that take inspiration from iconic items from the region, such as miniature Chips Oman. Staying true to Middle Eastern hospitality, the pop-up also dished up mint teas and sweet treats from Moroccan eatery Mamati café to keep shoppers and festival goers refreshed throughout the event.
Take a look back at the brand’s pop-up at BRED Abu Dhabi 2025 in the gallery above.
To shop the latest sportswear and sneaker releases from New Balance, head to its website now.
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