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

About Apparel Group LLC

Apparel Group is a global fashion and lifestyle retail conglomerate residing at the crossroads of the modern economy – Dubai, United Arab Emirates. Today, Apparel Group caters to thousands of eager shoppers through its 2100+ retail stores and 85+ brands on all platforms while employing over 20,000+ multicultural staff.

Apparel Group has carved its strong presence in the GCC and expanded thriving gateways to market in India, South Africa, Singapore, Indonesia, Thailand, Malaysia, and Egypt.

Additionally, clear strategies are in place to enter emerging markets such as Hungary and Philippines.

Apparel Group has created an omni-channel experience, operating brands originating from the USA, Canada, Europe, Australia, and Asia. The brands include leading names in fashion, footwear, and lifestyles such as Tommy Hilfiger, Charles & Keith, Skechers, Aldo, Nine West, Aeropostale, Jamie’s Italian, Tim Hortons, Cold Stone Creamery, Inglot, and Rituals

Apparel Group owes its amazing growth to the vision and guidance of its dynamic Founder and Chairwoman, Mrs. Sima Ganwani Ved, who has taken the company from strength to strength since its inception in the last two decades



BIRKENSTOCK is a global brand which embraces all consumers regardless of geography, gender, age and income and which is committed to a clear purpose – maintaining foot health. Deeply rooted in studies of the biomechanics of the human foot and footed on a family tradition of shoemaking that can be traced back to 1774, BIRKENSTOCK is a timeless «super brand» with a brand universe that transcends product categories and ranges from entry-level to luxury price points while addressing the growing need for a conscious and active lifestyle. Function, quality and tradition are the core values of the lifestyle brand which features products in the footwear, sleep systems and natural cosmetics segments. BIRKENSTOCK is the inventor of the footbed and has shaped the principle of walking as intended by nature (“Naturgewolltes Gehen”).
With around 6,200 employees worldwide, we believe how things are made matters as much as the product itself. To ensure these quality standards, we operate a vertically integrated manufacturing base and produce all our footbeds in Germany. In addition, we assemble over 95% of our products in Germany and we source over 90% of our materials and components from Europe. We process our inputs to the highest environmental and social standards in the industry by operating state-of-the-art scientific laboratories for materials testing. Headquartered in Linz am Rhein, the BIRKENSTOCK Group also operates its own sales offices in the United States and Canada as well as in Brazil, Japan, Denmark, Poland, Switzerland, Sweden, Spain, the United Kingdom, France, Norway, the Netherlands, Dubai, Singapore and India

Birkenstock Group B.V. & Co. KG
Burg Ockenfels, Linz am Rhein, Germany

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