by: TN Media News:
In a major cultural celebration, Apparel Group’s renowned brand Birkenstock has unveiled its iconic core collection in the historic heart of Saudi Arabia—Al-Balad, Jeddah. This launch marks a significant milestone for Birkenstock in the Kingdom and reflects the brand’s commitment to honoring local culture while promoting contemporary style.
Iconic Sandals Meet Saudi Heritage
The spotlight was on Birkenstock’s timeless classics Arizona, Madrid, and Gizeh. These globally loved sandals were photographed against the historic backdrop of Al-Balad, a UNESCO World Heritage Site celebrated for its architectural beauty and cultural significance.
Bridging Tradition and Modern Fashion
The brand partnered with a select group of Saudi Arabia’s leading visual artists, influencers, and content creators. These creative voices helped reinterpret the classic Birkenstock styles by pairing them with traditional Saudi attire, symbolizing the harmonious blend of heritage and modern fashion.
The unique photoshoot concept embodied the essence of cultural fusion, showcasing how Birkenstock’s comfort and design remain relevant across diverse lifestyles and generations.
A Vision of Cultural Integration
Neeraj Teckchandani, CEO of Apparel Group, shared his excitement:
“This milestone represents Birkenstock’s deep respect for Saudi Arabia’s cultural richness. By collaborating with local talent and embracing tradition, we aim to create meaningful connections with the people of this region.”
He further emphasized that this initiative is only the beginning of Birkenstock’s journey in Saudi Arabia, as the brand seeks to grow by embracing local traditions and celebrating them through a global fashion lens.
Al-Balad: A Symbol of Heritage
Choosing Al-Balad for this campaign was no coincidence. It reflects Birkenstock’s appreciation for history, authenticity, and timeless beauty—qualities that align perfectly with the brand’s core identity. The striking imagery from the shoot captured the soul of Saudi heritage through the enduring style of Birkenstock sandals.
A Step Forward in Cultural Engagement
As Birkenstock continues to expand across the Middle East, this campaign signifies more than a product launch. It reflects a deeper mission—connecting cultures, empowering creativity, and celebrating timeless design that transcends borders.
