As part of our long-term client commitment, Brazen MENA made sure that we positioned Abercrombie & Fitch at the centre of two of the UAE's most culturally significant moments: the Abu Dhabi Grand Prix and Ramadan.

Our remit was to ensure the brand showed up in a way that felt aspirational, culturally relevant and socially impactful, while maintaining consistent visibility across fashion, lifestyle and entertainment audiences in the region.

We created a two-phase influencer and media strategy designed to align Abercrombie & Fitch with the moments and conversations that matter most to UAE audiences. Through a combination of high-profile talent management, hands-on execution and strategic media integration, we ensured the brand remained visible across key cultural touchpoints.

For the Abu Dhabi Grand Prix, we managed all on-the-ground logistics for race weekend activity, overseeing outfitting, transport and content schedules for creators Amelia Waney and Sultan Musaed. Our role extended far beyond coordination, ensuring seamless execution across an exceptionally fast-paced and high-profile global event.

Following the race weekend, we sustained momentum through additional influencer content from Lucy Carhart, Maison Alshiekh, Liza Abdullah and Nika Kes, alongside editorial placements in Soigne Middle East, Mashable Middle East and Ahlan!. This approach ensured Abercrombie & Fitch remained part of the wider social and media conversation long after the final race concluded.

For Ramadan, we launched Abercrombie & Fitch's first-ever Ramadan collection in the UAE through a carefully targeted influencer programme and strategic media outreach across fashion and lifestyle publications. To further amplify visibility, we secured a paid partnership with SheerLuxe Middle East spanning both social content and newsletter integration, allowing the collection to reach highly engaged regional audiences in an authentic and elevated way.

By combining cultural relevance, creator credibility and meticulous execution, we positioned Abercrombie & Fitch as a brand that could participate meaningfully in both global entertainment moments and regional cultural occasions alike.

• Strong influencer and editorial visibility across premium regional media and creator platforms including Soigne Middle East, Mashable Middle East, Ahlan! and SheerLuxe Middle East
• 13.7M+ combined reach
• $4.3M+ PR value
• Consistent creator and media presence across two of the UAE's most competitive cultural and retail moments, reinforcing Abercrombie & Fitch's relevance amongst fashion-conscious regional audiences
• A standout example of how strategic influencer partnerships and culturally aligned storytelling can successfully position a global fashion brand within the Middle East market

We ensured Abercrombie & Fitch became part of the UAE's most important cultural conversations — let us know if you want us to do the same for you.