October 18, 2021

Dubai New Style

News site from DGN

THAT Concept Store partners with You Better Fly

THAT Concept Store partners with You Better Fly to create a unique pop-up sneaker experience

  • The new display showcases 100 styles of the most sought-after sneakers
  • Fan favourites include Air Jordans, Yeezy Boosts and Adidas Sliders

Dubai, United Arab Emirates, September 5th, 2021: THAT Concept Store, the revolutionary retail destination from Majid Al Futtaim, is transforming its physical footprint to curate a dedicated space for sneakerheads. Together with You Better Fly, the UAE’s luxury sneaker marketplace, the store has launched a special assortment of collectors’ items and sneakers from the world’s leading brands including Nike, Adidas and Medicom.

Dedicated to sneakerhead culture, a special, shoppable display has replaced the Ayyam Gallery on Level 2 of THAT Concept store in Mall of the Emirates. Styles now available to buy as part of the You Better Fly collaboration include premium footwear such as Air Jordans, Yeezy Boosts and Adidas Sliders, offering a one-of-a-kind shopping experience up until October 31st.

To mark the launch, THAT Concept Store has partnered with various influential figures in the fashion and lifestyle industry to share their favourite styles. Every shoe has a story, with content and podcasts being created around each unique piece. These include collectible toys from the world-renowned graffiti artist, KAWS, and niche art pieces from Virgil Abloh of Off-White to name a few.

Customers can follow @THATConceptStore on Instagram to find out more about its upcoming events, activations and exhibitions.

About Majid Al Futtaim

Founded in 1992, Majid Al Futtaim is the leading shopping mall, communities, retail and leisure pioneer across the Middle East, Africa and Asia.

A remarkable business success story, Majid Al Futtaim started from one man’s vision to transform the face of shopping, entertainment and leisure to ‘create great moments for everyone, every day’. It has since grown into one of the United Arab Emirates’ most respected and successful businesses spanning 17 international markets, employing more than 43,000 people, and obtaining the highest credit rating (BBB) among privately-held corporates in the region.

Majid Al Futtaim owns and operates 29 shopping malls, 13 hotels and four mixed-use communities, with further developments underway in the region. The shopping malls portfolio includes Mall of the Emirates, Mall of Egypt, City Centre malls, My City Centre neighbourhood centres, and five community malls which are in joint venture with the Government of Sharjah. The Company is the exclusive franchisee for Carrefour in over 30 markets across the Middle East, Africa and Asia, operating a portfolio of more than 350 outlets and an online store.

Majid Al Futtaim operates more than 500 VOX Cinemas screens as well as a portfolio of world-class leisure and entertainment experiences across the region including Ski Dubai, Ski Egypt, Dreamscape, Magic Planet, Little Explorers and iFLY Dubai. The Company is parent to a Fashion, Home and Specialty retail business representing international brands such as Abercrombie & Fitch, Hollister, AllSaints, lululemon athletica, Crate & Barrel, Maisons du Monde, LEGO and THAT, a Majid Al Futtaim fashion concept store and app. In addition, Majid Al Futtaim operates Enova, a facility and energy management company, through a joint venture operation with Veolia, a global leader in optimised environment resource management.