Birkenstock Celebrates Saudi Culture with Influential Personalities Across Regions

The globally renowned footwear brand Birkenstock has launched an impactful new campaign specifically targeting the Saudi market, titled “Across Saudi Times and Eras.” The campaign emphasizes comfort, wellness, and cultural appreciation, focusing on six prominent Saudi personalities whose stories and unique contributions to Saudi culture are symbolized through the iconic Birkenstock shoes.
Birkenstock Celebrates Saudi Culture and Heritage
The campaign is not just a showcase of the brand’s expertise in crafting world-famous footwear; it is a celebration of Saudi Arabia’s vibrant and diverse culture. Birkenstock has long been committed to delivering unparalleled comfort, and with this initiative, the brand underscores its admiration for the rich cultural history and ever-growing modernity of Saudi Arabia. The campaign highlights the fusion of traditional values with contemporary lifestyles, representing the dynamic transformation of Saudi society, driven largely by the country’s youth.
While Birkenstock is widely recognized for creating shoes that are as stylish as they are comfortable, this campaign serves as a powerful expression of the brand’s deeper connection with the Saudi market and its people. It also showcases the brand’s respect for the cultural diversity within the Kingdom and highlights the company’s belief that Saudi youth, with their creativity and forward-thinking approach, are playing a vital role in shaping the future of the nation.
Showcasing Prominent Saudi Talents
To ensure the campaign resonated deeply with local audiences, Birkenstock enlisted some of the most prominent and influential figures in the country, hailing from a variety of industries and fields. This strategic decision not only enhanced the campaign’s local relevance but also allowed Birkenstock to present Saudi Arabia’s multifaceted cultural heritage in a compelling way. The chosen influencers were selected based on their embodiment of the Kingdom’s values and tasked with showcasing their unique connections to Saudi culture while wearing Birkenstock’s stylish and comfortable shoes.
To further ensure authenticity, Birkenstock turned to Hatem Al-Aqeel, a renowned Saudi fashion designer and entrepreneur, to oversee the campaign’s photoshoot. Hatem, whose reputation for understanding and respecting local culture is unparalleled, was the ideal choice for this project. He was entrusted with coordinating the visuals and bringing the campaign’s vision to life in a way that was both culturally sensitive and aesthetically compelling.
Six Influential Saudi Personalities: Representing the Regions
At the heart of the campaign are six remarkable Saudi influencers, each chosen for their distinctive personalities and influential presence across different sectors. The group includes three women—Fatimah Al-Ghamdi, Dima Al-Qul, and Dalia Darwish—and three men—Khiran Al-Zahrani, Aziz Al-Mansouri, and Ahmed Hakim. These six individuals represent the diversity of Saudi Arabia’s regions, showcasing the rich cultural heritage of Hijaz, Najd, and the Eastern Province, while also demonstrating how the Kingdom’s culture is evolving through the lens of its young, talented citizens.
The influencers’ participation in the campaign highlights Birkenstock’s commitment to presenting Saudi Arabia’s cultural richness and diversity. Each regional representative embodied the unique characteristics and cultural nuances of their respective regions. By wearing Birkenstock shoes, they shared their personal interpretations of their cultural identities while celebrating their individual styles. From music to sports and entrepreneurship, the campaign provided these influencers with a platform to express their personality, passion, and unique cultural backgrounds.
Tradition Meets Modernity: Khiran Al-Zahrani and Fatimah Al-Ghamdi Represent the Hijaz
Representing the Hijaz region in the campaign, Khiran Al-Zahrani, Saudi Arabia’s first countertenor, brings a unique blend of cultural pride and artistic mastery to the project. Khiran, hailing from Al-Baha, is known for his operatic performances, blending traditional Arab music with classical Western styles to create a distinctive sound that has captivated international audiences. His involvement in the campaign reflects his significant contribution to Saudi Arabia’s growing influence in the arts and his role in presenting Saudi culture to the world. In fact, Khiran played a pivotal role in presenting the first-ever Arab opera representing Saudi Arabia at the BRICS Summit in 2024.
For the photoshoot, Khiran chose Birkenstock’s Boston Suede sandals, made of high-quality suede material, which perfectly complement his modern and sophisticated style. In another shot, Khiran donned the Gizeh sandals, pairing them with his traditional attire, symbolizing the fusion of the old and the new—a key theme of the campaign.
Fatimah Al-Ghamdi, also from the Hijaz region and based in Taif, joined Khiran in representing the region’s diverse cultural heritage. Fatimah, an accomplished designer and influencer, was featured wearing the Arizona sandals in vibrant fuchsia, with a bold buckle that stands out. She also showcased the Madrid sandals, which feature a large buckle, further reflecting her ability to merge modern and traditional elements in a visually striking way. Together, Khiran and Fatimah demonstrated the elegance and adaptability of Saudi traditions in the contemporary world.
Music, Comfort, and Style: Aziz Al-Mansouri and Dima Al-Qul Represent Najd
The Najd region is represented by Aziz Al-Mansouri, a renowned musician known by his stage name AZIZ.wav, and Dima Al-Qul, a popular influencer and model with a massive following on social media. Aziz, whose music blends Afrobeat, R&B, and Hip Hop influences, is a rising star in the Saudi music scene. His involvement in the campaign underscores the connection between music, fashion, and cultural identity. Aziz was photographed in the Kyoto sandals and Boston sandals, seamlessly merging fashion with comfort, all while surrounded by the iconic palm trees of Najd—a region synonymous with history, tradition, and natural beauty.
Dima Al-Qul, an influencer with over 230K followers on Instagram and 3.2 million followers on TikTok, represents a modern, youthful vision of Saudi Arabia. Her style, which effortlessly combines traditional Najdi elements with contemporary trends, is a perfect fit for the campaign. Dima was seen wearing the Madrid sandals in a striking beige color, featuring a large buckle, which perfectly encapsulates her contemporary Najdi style. She also wore the Gizeh sandals in gold, showcasing her deep-rooted connection to Saudi Arabia’s cultural heritage while embracing modern influences.
A Modern Classic Look: Ahmed Hakim and Dalia Darwish Represent the Eastern Region
Representing the Eastern Province in the campaign, Ahmed Hakim, an entrepreneur, athlete, and content creator, and Dalia Darwish, a multi-talented content creator, designer, and businesswoman from Khobar, bring a dynamic perspective to the campaign. Both of them embody the region’s diversity and modernity, showcasing how traditional values can be seamlessly blended with contemporary lifestyles.
Ahmed Hakim’s clothing brand, Astor, which promotes self-expression through comfort and confidence, was featured in the campaign. He was photographed walking through the historic arches of Dammam, wearing the classic blue Arizona sandals with a soft footbed. In another scene, Ahmed joined Dalia on the Dammam Corniche, both wearing matching blue sandals that symbolize a blend of heritage, authenticity, and modernity.
Dalia Darwish, whose love for travel and exploration is well-known, chose the Arizona sandals in a striking gold and metallic blue combination. This choice reflected her unique blend of classic and modern tastes while embodying her passion for discovering new places and embracing new cultures.