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.