Abu Dhabi, UAE: BRED Abu Dhabi, presented by Hypebeast, the region’s neo-culture festival, once again raised the bar with 55,000 festivalgoers attending last month. Bringing an unmatched blend of global performances, innovative fashion and food delights, and exhilarating sports challenges, including the NBA 2K League collaboration, the gathering took place in Abu Dhabi from 24 to 28 April.
In partnership with Hypebeast, Brag introduced the annual festival last year to celebrate creativity across music, fashion, art, and sports over five days. This year’s festival featured chart-topping international acts and highlighted diverse regional cultures and inventive concepts from avant-garde global brands.
The festival weekend started with 24 electrifying performances from renowned artists, including global A-listers. British hip-hop sensation Aitch, alongside Ayo Beatz and AJ Tracey, set the stage ablaze on 25 April. Metro Boomin and Offset delivered an unforgettable show on 26 April, followed by Don Toliver and Ty Dolla $ign on 27 April, captivating audiences with their infectious beats and foot-tapping numbers all night.
Abu Dhabi was also buzzing with performances by the regional hip-hop and grime scene, with high-energy performances from El Waili, Omar Dafencii, Abyusif, Nour, Marwan Pablo, Abo El Anwar, Major League DJz, Honey, D33J, Lana Lubany and Donia Wael during the five-day festival. Homegrown stars Jindi, Jaysus Zain, Triple M, Uglymoss, Saud G and Kaboo also brought the heat on BRED Abu Dhabi’s Amp Stage this year.
This year’s festival was a huge draw for street fashion lovers, with 55 brands, including 22 international labels making their way to BRED Abu Dhabi for this second edition. Brands making their debut in the UAE, such as Chimpo World and Pas De Mer, infused a fresh energy into the festival. Regional gems like Not Boring and Unas Tokyo brought a redefined style with bold designs and cultural flair, while local and Palestinian-owned fashion brands championed cultural expression. Festivalgoers also had the opportunity to shop fresh collections and exclusive drops from brands including SN3 Studio, Billionaire Boys Club, ICECREAM, Fred Perry and more.
Sports took centre stage with thrilling collaborations like the NBA 2K League Gaming Zone, where top players faced off in fan activities like the Dribble Challenge and virtual hoops. Thrill seekers flocked to the skatepark to impress with their skills and mind-bending tricks. Sports enthusiasts took the opportunity to elevate their game through urban sports competitions, including the Futsal Tournament, basketball clinics, 3×3 championships, dunk shows, and the MENA All-Star Game, ensuring non-stop excitement for everyone.
Visitors also explored art celebrating culture, identity, and creativity this year. Regional artists like Mous Lamrabat, Rami Afifi, and Dina Sami invited viewers to ponder various narratives through their thought-provoking works.
The excitement didn’t stop there. BRED Abu Dhabi curated an extraordinary culinary adventure, offering exclusive menu items and innovative collaborations from 20 brands, exciting every food enthusiast’s taste buds. Festivalgoers indulged in New York-inspired sandwiches and Abu Dhabi-born pizza concepts, savoured dynamic fashion and food collaborations, sunk their teeth into BBQ favourites and explored Middle Eastern pop-up experiences all in one place.
BRED Abu Dhabi was supported by official partners including Power Horse, African & Eastern, Mentos, Urban Outfitters, Al Ain Farms and G-Shock.