Step Into the New Balance Souq From This Year’s BRED Abu Dhabi Festival

Last month, New Balance came back to BRED Abu Dhabi, where they joined a vast array of clothing, shoe, and lifestyle companies for a five-day gathering.

Building on the 2024 collaboration with Dropkick that reimagined Arabic architecture, this year’s pop-up has delved further into traditional Middle Eastern settings, embodied by the New Balance Souq. The design was influenced by the historic courtyards of the region, which have served as communal hubs for centuries. By incorporating its distinctive gray tones, tile floors, mosaic walls, and seating areas, it created a tranquil space amidst the festival’s hustle and bustle, providing visitors with a relaxing spot to unwind.

Apart from offering a relaxing area, the “New Balance Souq” additionally featured a customization station where sneakers could be personalized using a variety of charms and trinkets inspired by popular regional items like miniature Chips Oman. In keeping with Middle Eastern tradition, the temporary location also offered mint teas and desserts from Mamati café, a Moroccan eatery, to refresh visitors during 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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