Level Shoes has teamed up with the Dubai-based creative director, content specialist, and photographer Creations of LA for a very special campaign this month, and he’s brought some friends along for the ride.
Crafting a campaign in celebration of Friendship Day (that’s July 30, if you didn’t know) “A Group of Friends” features some of the region’s leading creative talent in the most hyped sneakers, for a passion project focussed on bringing people together.
From the photographer Ermias Tadesse to the Kuwaiti stylist (and sneaker obsessive) Del Ten. Emirati content creators Twins Hadban to the iconic Saudi artist Rex Choux. UAE-based DJ Shef to ‘King of Sneakers’ KicksTQ, the campaign is designed to remind you to invest in relationships that bring you joy (and to get some grail sneakers, while you’re at it).
Creations of LA
“We celebrate our mutual friends by depicting multiple instances of each in a single frame, emphasising the dynamic connections and collective spirit of friendship,” he explains. “The campaign highlights not only the diversity and beauty of different cultures, but also the universal language of friendship that transcends geographical boundaries. We filmed across Paris, Zurich, Dubai, Kuwait City, Al Ain, and Jeddah. Each scene was carefully chosen to reflect the unique personality of each friend. I am a fan of Mike Amiri and his work, so I chose to wear the signature Skel low-top sneakers.”
Rex Chouk
“I recently came to know about LA, thanks to Level Shoes. I like that he knows what he’s looking for, yet creatively spontaneous. My first project with Level Shoes happened back in 2020 and we’ve been in touch ever since as we love working together, so I’m glad we made another one happen. I like high-top sneakers and I like to stay comfy! I chose the New Balance 650; it’s something I can rock everyday.”
Twins Hadban
“We’ve been friends with LA for almost two years and his creative vision always inspires us. It was great to work together on this with both, LA and Level Shoes, as we usually create our own content, but we loved the brief and enjoyed being part of it. We selected Axel Arigato’s Area Lo sneakers and a full white denim set to match the location.”
Ermias Tadesse
“I love Level Shoes and would not pass on an opportunity to work creatively with LA. Travelling to the top of a mountain in Switzerland just for the right shot was super fun. Shoes are the most important part of my outfit and I wore Off-White’s ‘Out Of Office’ OOO sneakers for this one.”
Del Ten
“I loved the concept pretty much immediately. I said yes to the project, just knowing it was with Level Shoes and LA was the one shooting it. LA and I usually meet at fashion weeks and other events and we’ve always wanted to create something together. I’m really happy we’ve managed to create this in Paris. The pair I chose for myself was the Samba OG; it was an adidas kind of day for me.”
Mr Shef Codes
“LA and I go way back. I was super lucky to have been filmed first actually, because I got to see a little sneak peek before everyone else and witness LA in action. I am also a big fan of Level Shoes. Despite being the largest shoe store in the world, they create curated campaigns like a boutique retailer and the shoots are super relaxed and enjoyable. My love for white sneakers is endless, so I was in a pair of Comme des Garçons SHIRT x ASICS Invaders.”
KicksTQ
“I’ve known LA since 2015 and we even had a project together back in 2017. As a long-standing friend of Level Shoes too (this project would be the fifth), this was a great opportunity to work on this campaign with him. I also wanted to keep it close to home and we filmed just outside my beach house in Kuwait. I wore the Nike Air Force 1; it’s an all-time classic you can’t go wrong with.”
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