BRED Abu Dhabi 2024
For the second installment of the festival, Hypebeast developed a media strategy to amplify content across three phases: pre, during, and post-festival. We also provided creative consultancy, guiding the ideation and execution of the festival’s direction. Additionally, Hypebeast connected event organizers with brands, businesses, talent, artists, and KOLs in the region.
What We Delivered
Editorial
04/24
Sponsored & Paid Social
04/24
Display Media
Content Creation
Creative Consultancy
04/24
04/24
04/24
What’s BRED Abu Dhabi?
BRED Abu Dhabi, presented by Hypebeast, is an annual festival celebrating talent across fashion, music, art, sport, and more, all through the lens of contemporary streetwear culture. Inspired by the "Born & Bred" ethos and the iconic Jordan 1 colorway, the concept bridges the West and East, uniting both global and regional figures for a shared cultural experience.
Approach
We collaborated closely with event organisers Brag and the Department of Culture & Tourism, Abu Dhabi (DCT) to develop a content strategy that integrated both supplied and Hypebeast custom content across three key phases. Each activation was strategically timed to align with major festival announcements—such as ticket sales and the artist lineup reveal—driving awareness, traffic, and conversion. Alongside our owned media, we partnered with global and regional talent to create user-generated content (UGC), which we then supported editorially.
