First-Ever Middle Eastern Activation to Take Place at Concrete, Alserkal Avenue.

Dubai, UAE – The premium US performance apparel brand, Vuori, renowned for its versatile and performance-driven apparel, is set to make its highly anticipated debut in the Middle East with an exclusive pop-up in partnership with the regional e-commerce platform, Ounass. The pop-up will be held at Concrete, Alserkal Avenue from February 13 to 16, 2025.
Founded in 2015 by Joe Kudla, Vuori has become synonymous with a seamless blend of style and functionality. With a commitment to innovative design, the brand has cultivated a loyal global following. Now, for the first time, Vuori will showcase its collection to Middle Eastern customer creating an immersive experience that celebrates the brand’s California-inspired ethos.
The exclusive pop-up will feature Vuori’s signature product lineup, including elevated essentials for men and women, designed for movement and modern living. In addition to browsing the collection, visitors can enjoy beverages provided by local wellness brand, Feels, creating a relaxed and vibrant
atmosphere.
Concrete, the award-winning architectural space at Alserkal Avenue, provides the perfect backdrop for this dynamic pop-up, merging fashion, lifestyle, and community. This partnership marks an exciting chapter for Vuori as it expands its footprint globally and connects with the Middle Eastern market.

Event Details:
• Date: February 13-16, 2025
• Location: Concrete, Alserkal Avenue

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