The worlds of exploration and urban culture are about to collide as Defender partners with Sole DXB 2024, cementing itself as the festival’s Official Vehicle Partner. From December 13 to 15, Dubai Design District (d3) will become the epicentre of music, art, and adventure, with Defender at the helm, showcasing its unparalleled blend of capability and innovation.
Defender has always been synonymous with adventure. From rugged terrains to uncharted wilderness, the brand has defined itself as a symbol of exploration. Now, it’s set to take on a new frontier: the vibrant cultural scene of SOLE DXB. The festival, celebrated for pushing creative boundaries, provides the perfect platform for Defender to demonstrate its versatility.
This partnership isn’t just about appearances, it’s a shared commitment to breaking norms and creating transformative experiences. At the heart of the collaboration is an immersive activation where festival-goers will engage with the highly anticipated Defender OCTA. Designed to spark inspiration, this interactive showcase reflects the vehicle’s cutting-edge design and adventurous spirit.
Music is an intrinsic part of Defender’s identity, and at SOLE DXB, it takes centre stage. As global heavyweights like James Blake, Tems, and The Roots will headline a line-up that also features rising regional talent, the soundtrack will mirror Defender’s own story—a legacy of resilience, creativity, and boundary-pushing innovation.
For those looking to dive deeper into the Defender experience, the Defender Grandstand offers an interactive space where the OCTA’s adventurous essence truly comes to life.
“With its relentless spirit of adventure and design that harmonises modernity with heritage, Defender is more than a vehicle—it’s a cultural icon,” explains Bruce Robertson, Managing Director JLR MENA.
SOLE DXB itself is a cultural phenomenon. Drawing over 35,000 attendees from more than 80 countries at its previous edition, it’s a festival that champions urban creativity and global connections. From live performances and art installations to exclusive fashion drops and workshops, it’s where the pulse of modern culture beats strongest.
Defender’s story began in 1948, but its relevance has never wavered. Whether it’s the electric hybrid Defender 110 or the rugged Hard Top models built for professionals, the brand continues to evolve while staying true to its adventurous DNA. It’s a legacy built on resilience, versatility, and a fearless embrace of the unknown.
As SOLE DXB and Defender come together this weekend, the partnership represents a celebration of the spirit of discovery. With adventure, music, and art at its core, this year’s festival is set to inspire a new generation of explorers, both on and off the road.