BRED Abu Dhabi, Presented by Hypebeast ,unveils expanded artist line-up, NBA2K League collaboration and exclusive programming across fashion, food, sports and art

Exclusive fashion drops, debut brands, skating competitions, local and regional artwork and more on show for the second edition of the festival from 24 to 28 April

Abu Dhabi, UAE, 19April2024: Discover more at this year’s BRED Abu Dhabi, presented by Hypebeast, the region’s premier neo-culture festival. In addition to the outstanding music line-up, experiencea thrilling NBA 2K League collaboration, debut brands, innovative fashion and food pairings and a dynamic skatepark. Visitors can expect surprises around every corner from 24 to 28 April. 

THE FASHION

UAE Debuts

Arriving on UAE soil for the first time is a vibrant array of international fashion brands. Among them is Portugal-based 90s street culture brandChimpo World, and the Italian brand Pas De Mer, which is rooted in art scenes worldwide. Unas Tokyo, the brainchild of three Japan-based Saudis, will introduce its Tokyo street-inspired streetwear, while Action Figure Miles by LA Rapper Rakeem Miles will bring a collection inspiring resilience and empowerment. All the way from Türkiyewill be celebrityfavouriteLes Benjamins, debuting at BRED with a collection that is steeped in cultural storytelling.

Regional Style

Experience the vibrant fusion of fashion as regional trademarks including Not Boring, 5ivepillars and Bad Company unveil their latest creations at BRED. With bold designs and intricate detailing, these fashion labels redefine style, showcasing borderless creativity and celebrating the rich diversity of the region. Joining them will be MQAAAR andFovero, two beloved Palestinian brands all the way from the West Bank.

Back with More

Returning to the scene are the festival’s beloved brands, which promise innovative collaborations and boundary-pushing designs. Homegrown eyewear labelSWEY returns with a groundbreaking collaboration with artist Omar to pay homage to Abu Dhabi culture and heritage. Bey&Bey will present its fan-favourite Tunisian designs, while Pluto and Jokes Aside – both born in the UAE – join the line-up to celebrate diversity and self-expression in fashion at the festival. Umbro, which is celebrating its 100^th anniversary, and ANTA return to BRED, offering sports apparel that celebrates unity and heritage. Regional style creator and celebrated sneaker collector Kicks TQ will also be back this year with his Kuwait-based brand AOTA, showcasing new pieces in the BRED-exclusive capsule ‘5 Principles’.

Cultural Threads

Celebrate fashion that transcends borders at BRED Abu Dhabi, where Emirati-owned Mesmariwill take centre stage with its urban classic streetwear and tailored elegance, while also Palestinian-owned NearTwins will introduce playful clothing inspired by childhood cartoons. Kleicha will provide a dynamic space merging food and retail, and Gunk, a creative platform fostering community engagement, will debut its premier collection at the festival too. Sneaker District will pop up with an extensive range of sneakers and apparel, featuring classic drops. UAEbased SN3 Studio will be presenting for the first time at BRED, offering a limited-edition collection that shines a light on the creativity of artists and designers from Sudan.

Other exciting brands will be featured, including Jordan brought to you by Foot Locker, Billionaire Boys Club, ICECREAM, Fred Perry, Asics X SVD, Vans and Grade Africa, each promising surprises and exclusive drops at BRED.

THE SPORTS & GAMING ZONE

NBA 2K League Gaming Zone

See some of the best NBA 2K League players in the world live in action in a dedicated NBA 2K League gaming zone that will also feature fan activations, including a Dribble Challenge, a vertical jump test, and of course the chance to shoot some hoops, virtually on 2K and in-person, and win exclusive prizes.

Wheels Up

Adventure seekers can look forward to an exhilarating new feature at this year’s festival – a skate park. Prepare for a display of skills and excitement as skaters of all ages take to the slopes to thrill the crowds with awe-inspiring tricks.

Elevate Your Game

It’s game on for BRED festivalgoers this year with a range of activities and competitions to test their skills and creativity. Experience the dynamic energy of urban sports at the Futsal Tournament, where participants can engage in Futsal and Panna games, Freestyle Competitions, Crossbar Challenges, and other street activities, with trophies, medals, and exciting prizes up for grabs.

Additionally, basketball enthusiasts aged 14-17 can participate in free skills clinics and compete in all-star games and competitions, culminating in a showcase of the region’s rising stars in a MENA All-Star Game. Don’t miss the return of the 3X3 championships and thrilling dunk shows featuring international sensations Chris Staples and Jordan Southerland.

THE ART

Festivalgoers can also explore art that celebrates culture, identity and creativity at this year’s festival. Regional artists will showcase their works, inviting viewers to ponder various narratives. Among them are MousLamrabat, represented by Loft Art Gallery, a Moroccan Belgian photographer, whose workinfuses humour and beauty to his exploration of bi-cultural identity; Rami Afifi, a Palestinian-Egyptian graphic designer who creates vibrant art with nostalgic pop-culture references and cultural heritage; and Dina Sami, a Palestinian-American artist bred in the UAE, who draws inspiration from childhood memories, weaving them into her multidisciplinary creations as a storyteller.

THE FOOD

Fashion Meets Flavour: The Fusion of Two Worlds

Whet your appetite for a one-of-a-kind sensory journey in a unique convergence of flavours and style at the festival grounds, featuring exclusive menu items only available at BRED this year.

Good Faith x The Ocky Waycollaboration brings together UAE-based rapper Freek’s retail brand, Good Faith, with chef Rahim Mohamed, aka General Ock, and his New York-based deli concept. They have crafted an irresistiblemenu of New York/Emirati-style sandwiches featuring ingredients like Chips Oman. All the way from New York,7th Street Burger will showcase their signature burger and fries.

Scarr’s Pizza and FRAME join forces for an unconventional collaboration served up in a sleek automobile garage-themed space at BRED Abu Dhabi. Combining Scarr’s authenticNew York-style pizza with FRAME’sdistinctive aesthetics, this exclusive Middle Eastern pop-up will bring new tastes and special merchandise designed with emerging New York artists for a unique interplay of gastronomy and style for festivalgoers.

Meanwhile, for Abu Dhabi, by Abu Dhabi,LOCAL and Marmelatta arecollaborating to bring a brand-new dining concept, DEUCE’S, which will debut exclusively at BRED Festival 2024.

Taste the Local Legends

Prepare to be blown away by the exciting menus from local gems. An Ugly Noodles“pop-up” will bring Hong Kong street-inspired dumplings and noodles, while Lento will see Emirati chef Faisal Naserwhip up his signature delights and limited-edition specialties inspired by his global travels. Not (So) Guiltywill put together a special menu with fan favourites like the Oman Paratha and their fiery twist on global classics.

Foodies can also indulge in the perfect blend of sweet and savoury with Pie Planet x Machete Coffee‘s mouthwatering pies paired with artisanal coffee.

Savour Sizzling BBQ Season

Enjoy the sizzle and aroma of a live BBQ at the festival’s BBQ Hood, with plenty of irresistible grilled delights prepared by homegrown brands right before your eyes. Sample diverse culinary offerings from beloved concepts like Chen JP’s Kooya Filipino Eatery and Mattar.ae, by world’s first Arab pitmaster Hattem Mattar. Find authentic Mexican street food from chef Shaw Lash’s Lila Taqueria and delicious food truck shawarmas from Mitzumami all in one place at the festival.

THE MUSIC

And don’t forget – music talent from across the region will bring unique sounds and entertainment for music lovers at The AMP Stage and The Arena in Abu Dhabi throughout the festival from 24 to 28 April. Get ready to groove to the beats of popular local artists including Triple M, Uglymoss, Jayzus Zain, Saud G, Kaboo and Jindi.

BRED PARTNERS

The festival welcomes this year’s official partners including Power Horse, African & Eastern Mentos, Urban Outfitters, Al Ain Farms and G-Shock.

Brag has also collaborated with UAE-born digital agency Bukhash Brothers for this year’s BRED campaign film, which showcases Abu Dhabi’s evolving neo-culture influenced by art, sports, music, and fashion.

Book Your Experience NOW

Tickets are now available through ticketmaster.ae. Visitors can get their hands on the Day Pass for AED 75, giving them full access to festival grounds and all The AMP Stage performances. Access to The Arena concerts from 25 to 27 April start from AED 125.

Visit bredabudhabi.com for more information about the festival and follow its social media channels for updates on festival timings, prices and the latest news.

Website: bredabudhabi.com

Instagram & TikTok: @bredabudhabi

-ENDS-

About BRED Abu Dhabi

Launched in 2023, BRED Abu Dhabi is the region’s ultimate neo-culture festival. Conceptualised and produced by Brag, in partnership with the Department of Culture and Tourism – Abu Dhabi, and Hypebeast, the festival was named after the “Born and Bred” idiom and the glory of ‘Black and Red’ sneakers.  Held over a five-day period, BRED Abu Dhabi celebrates the region’s creative talent by bringing visitors a packed agenda of performances by regional and international hip-hop and R&B artists, a curated retail experience featuring designs by global streetwear brands, popular street food concepts from across the region and immersive art displays. Through the creative lens of music, fashion, art and sports, BRED spotlights the region’s third-culture individuals and the role of diversity in driving the evolution of neo-culture.

●Website: bredabudhabi.com

●Instagram: @bredabudhabi

●TikTok: @bredabudhabi

About the Department of Culture and Tourism – Abu Dhabi:

The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) drives the sustainable growth of Abu Dhabi’s culture and tourism sectors and its creative industries, fuelling economic progress and helping to achieve Abu Dhabi’s wider global ambitions.

By working in partnership with the organisations that define the emirate’s position as a leading international destination, DCT Abu Dhabi strives to unite the ecosystem around a shared vision of the emirate’s potential, coordinate effort and investment, deliver innovative solutions, and use the best tools, policies and systems to support the culture and tourism industries.

DCT Abu Dhabi’s vision is defined by the emirate’s people, heritage and landscape. We work to enhance Abu Dhabi’s status as a place of authenticity, innovation, and unparalleled experiences, represented by its living traditions of hospitality, pioneering initiatives and creative thought.

For more information about the Department of Culture and Tourism – Abu Dhabi and the destination, please visit: dct.gov.ae and visitabudhabi.ae

About Brag

Brag is a UAE-born experiential collective, creating new social patterns that push boundaries and the perception of what you think an event should be. By fostering that creative energy into Brag-worthy content, the company generates events and live activations that build brands and communities. The innovative company’s portfolio consists of iconic projects like Expo Infinite Nights, Jeddah Season 2022 Anime Village Stage, Riyadh Season 2023 Anime Stage, Fashion Forward, Budx FIFA Fan Festival Dubai, Qatar FIFA FanZone, Expo Fan city, Meet D3, BRED Abu Dhabi, international artists’ concerts such as Dua Lipa, Enrique Iglesias, Robbie Williams, Kaiser Chiefs, Alicia Keys, Craig David, 6lack, Giggs, Armani White and more, Sole DXB, Dubai Fitness Challenge and the Dubai Food Festival’s Beach Canteen.

For more info, please visithttps://brag.world

Follow Brag on Instagram:https://www.instagram.com/brag.world/

About Hypebeast

Founded in 2005, Hypebeast is a leading platform for men’s contemporary fashion and culture that highlights curated brands and emerging lifestyles through editorially-driven news and features. Its devotion to discovery has made it one of the premier online destinations for fashion and lifestyle editorial and news. Currently operating in over 15 markets, readers can stay up to date with the latest culturally-relevant news and developments on men’s fashion.

For more information, visit https://hypebeast.com/

Follow Hypebeast on Instagram: https://www.instagram.com/hypebeast/

About Yas Island

Located on the golden shores of Abu Dhabi – just 20 minutes from downtown Abu Dhabi and 50 minutes from Dubai, Yas Island, offers holidaymakers a diverse mix of leisure and entertainment experiences. From award-winning theme parks such as Ferrari World Yas Island, Abu Dhabi, Yas Waterworld Yas Island, Abu Dhabi, and Warner Bros. World™ Abu Dhabi to incredible attractions such as the record-breaking CLYMB™ Yas Island, Abu Dhabi, and the thrilling Yas Marina Circuit (home to the FORMULA 1 ETIHAD AIRWAYS ABU DHABI GRAND PRIX™), visitors are bound to discover a world of entertainment options all within the 25 sq. km island.

Yas Island boasts world-class shopping at Abu Dhabi’s largest mall Yas Mall, superb dining at Yas Bay Waterfront, Abu Dhabi’s vibrant day to night attraction and award-winning golf at Yas Links golf course. The island offers a year-round line-up of spectacular musical, entertainment and family events and houses ten incredible hotels, including W Abu Dhabi – Yas Island, Hilton Abu Dhabi Yas Island, and The WB™ Abu Dhabi, the world’s first Warner Bros. themed hotel. With more than 165 dining experiences, the destination also features indoor and outdoor concert venues including WHITE Abu Dhabi and Etihad Arena – all of which are complemented by a range of visitor services that connect all attractions to one another. 

With the recent opening of SeaWorld Yas Island, Abu Dhabi, the region’s first Marine Life Theme Park, Yas Island continues to add more attractions to its incredible roster.

MEDIA CONTACTS:

Yas Island Abu Dhabi

Ridheema Singh

rrsingh@miral.ae

About Live Nation Entertainment

Live Nation Entertainment (NYSE: LYV) is the world’s leading live entertainment company comprised of global market leaders: Ticketmaster, Live Nation Concerts, and Live Nation Sponsorship.