Apparel Group Brand Birkenstock Launches Saudi campaign at UNESCO Heritage Al-Balad

Birkenstock Classics Meet Al-Balad’s Heritage: A Fusion of Timeless Comfort and Saudi Culture

In an exciting step forward, Apparel Group’s renowned brand, Birkenstock, is proud to showcase its core collection in the heart of KSA, Al-Balad historic setting, through a unique fusion of traditional and contemporary elements. This milestone event not only signals Birkenstock’s significant presence in the KSA market but also emphasizes the brand’s commitment to cultural engagement and innovation.

The collection centered around Birkenstock’s beloved classics – the Arizona, Madrid, and Gizeh sandals, known for their timeless design and unparalleled comfort. These pieces, which have achieved cult status worldwide, were highlighted against the backdrop of Al-Balad District in Jeddah, a UNESCO World Heritage Site revered for its rich history and vibrant culture.

In a move to foster community engagement and showcase local talent, Birkenstock collaborated with a selection of KSA’s most vibrant visual artists, content creators, and influential personalities. These individuals brought their unique style and perspective to the project, sharing their experiences and the essence of Birkenstock’s collection with their diverse followers.

The concept behind the photoshoot was inspired by the idea of blending modernity with tradition, mirroring the adaptability of Birkenstock sandals across different cultures and styles. By pairing these iconic sandals with traditional Saudi attire, the photoshoot celebrated the diversity of Saudi Arabian fashion and the notion that personal heritage and contemporary style can coexist harmoniously.

Apparel Group’s CEO, Neeraj Teckchandani, expressed his enthusiasm for the project, stating, “This approach represents a significant milestone for Birkenstock in Saudi Arabia. It embodies our respect for the rich cultural tapestry of the region and our desire to integrate seamlessly into the lives and styles of our customers here. We are proud to collaborate with local talents and to highlight the unique blend of tradition and innovation that Saudi Arabia offers. This is just the beginning of our journey in embracing and celebrating local cultures with our global brand.”

The choice of Al-Balad as the location for this landmark photoshoot underscores Birkenstock’s dedication to embracing and honoring the heritage of the communities it enters. The photoshoot’s imagery captures the essence of Saudi heritage through the lens of Birkenstock’s enduring and stylish designs, presenting a compelling narrative of cultural fusion and the timeless appeal of the brand’s footwear.

As Birkenstock continues to expand its presence in Saudi Arabia and beyond, this photoshoot marks a significant step in the brand’s journey, highlighting its commitment to cultural appreciation, community engagement, and the timeless nature of its designs.