SoleDXB, the annual festival wherefashion, art, basketball, and music collided, made its much-anticipatedcomeback at Dubai Design District (D3) from December 8th to 10th, 2023. Thiselectrifying happening wasn't just a run-of-the-mill festival; it was theheartbeat of Middle Eastern Youth culture - a jamboree that united enthusiastsand trendsetters alike. It was a sensory explosion where every step resonatedwith boundless creativity, connections formed effortlessly, and anadrenaline-fueled rave took place.

SoleDXB’sEvolution

Founded in 2010 by HussainMoloobhoy, Joshua Cox, Kris Balarite, and Rajat Malhotra, this 13-year longlegend of a festival emerged from humble beginnings. Starting as a “sneakersummit”, it kicked off in February 2011 at the buzzing Jamjar warehouse artgallery in Al Quoz neighbourhood, drawing a crowd of 1000 eager souls. Theinaugural event boasted big-name brands like Puma, Vans, DC and more,showcasing their kicks. Alongside that, attendees were treated to a screeningof the mind-bending short film, “The Mystery of the Flying Kicks'' while thelocal musicians and DJs set the vibe ablaze.

As the buzz around SoleDXB grew, sodid the numbers. From a humble 4000 attendees at its second event, it’s now awhopping gathering of 35,000 folks from 85+ countries. With 80+ performers,designers, artists and speakers, all within a bustling crowd - SoleDXB hasbecome the ultimate hub for Middle Eastern youth culture.

In VVIP’s coverage of the SoleDXB 2019 after-movie,VVIP captured the pulse of the attendees, with someone throwing in thisnugget,”Culture is beautiful, it’s growing, Dubai is evolving, making amovement, making a story of it’s own and that’s all we need, we need to enjoythe moment and let it grow” - and we couldn't agree more.

D3:Home to SoleDXB

The third SoleDXB in 2014 marked agame-changer, debuting in Dubai Design District (D3). Since then, every SoleDXBhas rocked D3, and it's no coincidence. D3 and SoleDXB groove in sync, sharinga united spirit where design, art, and fashion collide. The synergy betweenthese two powerhouses creates an electric space that's become the ultimateplayground for sneaker enthusiasts and trendsetters. From 2014 onwards, SoleDXBfound its home at D3, turning the festival into a celebration of culture,style, and creativity.

OrganisersAcknowledging the Pressure

Leading up to its much-anticipatedannual fest, SoleDXB faced the challenge of curating an electrifying lineupamid the backdrop of the ongoing Israel-Palestine conflict. As a cutting-edge,youth-driven hub celebrating Middle Eastern culture, SoleDXB candidlyrecognized the gravity of its responsibility in a recent Instagram post thathas now been taken down.

In the now-deleted post, theorganisers committed to curating a lineup that resonates with the values upheldby SoleDXB and the broader Middle East. This pledge ensures that the chosenbrands and artists align with the festival's stance, unequivocally supportingPalestine and avoiding any affiliations that might back Israel. The aim is tohave a cohesive and united voice that echoes SoleDXB's dedication to the causeand mirrors the sentiments of the broader Middle East.

SoleDXB’sPast Stirs Backlash

However, eagle-eyed commenterscouldn't turn a blind eye to SoleDXB's past affiliations with sponsors likeAdidas and Puma. Both brands, previously implicated by the BDS movement fortheir ties to the Israel Football Association, had faced backlash for supportingfootball clubs located in illegal Israeli settlements in the OccupiedPalestinian Territory.

Adidas, under BDSscrutiny, severed its ties with the association, making way for Puma in 2018. Prompted by the BDSmovement, the transition not only resulted in a stern warning but also cost theinvolved parties millions due to the intense campaign pressure.Puma, however,clung to its sponsorship until 2023.

Despite the prior associations ofAdidas and Puma with the Israel Football Association (IFS), the organisers ofSoleDXB 2018  included Adidas and Puma inthe festival schedule to unveil their designs.

MindfulLineup

Undeterred by palpable pressure forits lineup for SoleDXB 2023, the festival showcased unwavering commitment,successfully aligning with prevailing sentiments and expectations whilerectifying past mistakes.

The headlining artist lineup boastsa dynamic roster that includes Muslim rap icons such as Busta Rhymes, Big DaddyKane, and Lupe Fiasco. Notably, Lupe Fiasco has been an outspoken advocate forthe establishment of a Palestinian state, as seen in a video dating back to2011. This deliberate inclusion of artists who actively voice social andpolitical causes showcases the organisers' commitment to featuring not onlytalent but also individuals who use their platform to address and raiseawareness about important global issues.

 ( Sent Lupe Fiasco video)

Reflecting a conscious effort tocurate a lineup that transcends mere entertainment, SoleDXB 2023 emphasised thediverse perspectives and voices within the Muslim community, creating apowerful blend of music and meaningful advocacy. Partnering with D3, the eventrolled out a brand lineup that was nothing short of a symphony, unveiling adiverse fusion of independent fashion and lifestyle labels. The organizerscurated fresh collections sourced straight from the streets of Palestine, UAE,Lebanon, South Africa, and beyond, committing themselves to spotlightingup-and-coming brands while consciously steering clear of any support for thoseassociated with genocide.

Furthermore, Meera Adnan, acontemporary unisex label, couldn't make it to the event as she was in Gaza.The organisers hopped on Instagram to set therecord straight, and in the comments, the audience were all about it with"so proud of you" and "that's beautiful," proving theorganisers were truly committed to the cause.

With such an impressive brand andartist lineup, SoleDXB 2023 not only showcased remarkable talent but alsoamplified the voices of the Middle East, contributing in its own impactful wayto the cultural resonance of the region.

Experienceat SoleDXB 2023

The organisers didn't miss a beat,sharing sneak peeks of SoleDXBacross their social media handles. They flooded the feeds with vibrant photos,and people were quick to spill the tea in the comments section, sharing theirentire experience.

Thepositivity was contagious, with ecstatic festival-goers flooding the comments,like

And those who couldn't get enough ofthe three-day annual festival and wanted more

But, of course, where there's light,there's shade. Some comment sections hosted a sprinkle of negativity. A fewraised eyebrows were visible with comments like

Despite the organisers making aconscious effort to reflect the current global sentiments, some felt that giventhe gravity of the situation, SoleDXB could have been postponed.

Now, what's your take on the buzz?Did you catch the SoleDXB fever, or do you think the naysayers have a point?

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