The Top 10 Brand Collaborations In Dubai In 2017

Dubai is a marketers dream, there are so many amazing things to shout about, and yet so much competition, so what you shout needs to be good!

It’s also a place with high expectations in terms of business and results, so sales, subscriptions and footfall are all paramount and many people’s livelihood can depend on it. Many organisations employ the creative talent of agencies in Dubai to help them with their marketing. Some brands have multiple agencies on their roster, others have one or two, and others do it themselves. 

One of the ways to shout loud about your brand, is to have a partnership with an existing event. We’ve been fortunate enough to attend some of the best events in Dubai over the past year, here are the best collaborations:

10. Lavazza Design Competition

In partnership with Arab Fashion Council, who run the Arab Fashion Week twice annually (the other fashion show that takes place in Dubai is Fashion Forward). They ran a competition looking for a designer, one girl, Alia, won and went to Milan to design her collection, she then had a cat walk show in City Walk in November. 

9. Corona Sunset Sessions

Live music collaborations are a great way for alcohol brands to support local activities, this isn’t to encourage excessive consumption or any consumption without an alcohol license, however, live music is a great way to enjoy the outdoors and Corona’s partnership with Barasti to bring the Sunset Sessions has been great. The venue is great on the beach, and it’s a chance to check out local talent you may not otherwise hear. 

8. INFINITI Dxb Sponsorship Of The Asateer Tent

There are many fine Ramadan Iftars and Suhoors in Dubai each year, but the Asateer tent at Atlantis is up there with the best. It hosts many joyful gatherings and has great food and entertainment. This is another smart brand association from a premium automotive brand. 

7. IWC Influencers 

Dubai has an amazing Watch Week that takes place in DIFC and many big brands get involved. But as we know, collaborations with influencers are pretty prominent these days. 

IWC Schaffhausen, the iconic swiss watchmaker since 1868 have partnered with a number of stylish folk in Dubai this year including Nadya Hasan, Jessica Kahawaty and Elias El-indari here are some of the best pics. 

6. Dr. Joy Junior Ride At The Spinney’s Dubai 92 Cycle Race

The title sponsor here do a great job at the annual 92 kilometer cycle race around the streets of Dubai, Spinneys, supplying pre race banana smoothies for the riders and post race pancakes. They are also omni present at each of the build up rides that take place from September to December. 

But what struck me as a great partnership on the evening of the race at Dubai Autodrome, was the Junior Ride, where parents brought their kids down for a race around the autodrome. This is a great event that gets kids involved in sport. I had a chat with Dr. Joy from the Dr. Joy dental clinic and asked him why they got involved. They also have a pediatrician clinic and just wanted to be involved in the community more, and to encourage healthy lifestyle among children. I think that’s a great basis for a successful partnership. 

5. Lacoste At The Dubai Duty Free Tennis Championships

Dubai Duty Free are title sponsors of the tennis championships each year, but a brand with tennis as part of their DNA is Lacoste. They create a lounge area at The Irish Village where people can come for a drink and chill out (see below). They have recently taken over from Uniqlo as Novak Djokovic’s clothing partner. So expect more from the brand next year. 

4. Adidas At The Standard Chartered Dubai Marathon

I’ve taken part in the 10k race at the Dubai Marathon for the past few years, but in 2017 Adidas really stood out for me. Their campaign named ‘Why I Run Dubai’ along the course beside Burj Al Arab there were digital screens playing the video. All in (pun on Adidas hashtag #allin not intended), they have really upped their game with running activations in Dubai. You will also see this extended throughout the year with the AR (Adidas Runners) taking place across the city. 

3. Red Bull Air Race

This is part of an international series of air racing that took place for the 10th year, and Abu Dhabi was one of the venues on the circuit. The race will took  place over the Arabian Gulf’s stunning blue waters and fans captured amazing footage of all the action from the purpose-built race village on the Corniche breakwater.

2. Emirates at Emirates Airline Dubai Rugby Sevens

They are title sponsors at an event with many brand activations. This is an annual event and one of the oldest sporting events in Dubai. It has over 250 international teams of all ages travelling here to take part. They have a family day on Thursday and the main professional events on Friday and Saturday. 

When spending time there this year, it dawned on me about how many people will be more aware of Emirates and see them in a positive light because of this event, also, whether those attending are from Dubai, or they have traveled to be part of the event, the common denominator is travel, and there is no doubt Emirates awareness will be top of mind for the next time an airline is to be considered. 

1. Nike Air Force Anniversary at SOLE DXB

What’s a collaboration list without a good anniversary. 35 years ago Nike introduced the Air Force 1 show in 1982. A year before I was born, it’s an iconic show that has lasted the ages. There are more than 2,000 different iterations of the Air Force 1, from high to low and everything in between, but its most famous form is the unequivocal white-on-white. 

SOLE DXB is fast becoming a event that defines the type of city that Dubai is becoming, it’s modern, stylish and has a lot of creative, entrepreneurial and talented individuals living here. 

Nike chose this event to celebrate the anniversary, they did it using a stunning venue in the centre of the event at Dubai Design District, and proved that the shoe is adapting with the times, the even allowed creators to design their own shoe. Well played, Nike. 

And one that was missed – Jaguar Style Stakes At Dubai World Cup

This was a great event for the last 3 years but didn’t run in the same was in 2017 unfortunately. 80,000 people attend the richest race in the world every year at Meydan, and many of them are there for the style and fashion as much as for the racing. The parade of fashion is front and centre of the grandstand, so very visible for people to see who have been chosen, there are also pretty attractive prizes. They choose: Best Hat, Best Dressed Man, Best Dressed Couple and Best Dressed Lady. Jaguar, being a premium automotive brand, have pretty much owned this contest since it started and build it up before the race. It’s a great brand fit and a nice addition to a fun day out.