What happens when timeless German footwear meets Saudi Arabia’s regional heritage? Birkenstock’s latest campaign, Perpetual Footprints: Across Saudi Times and Eras, answers the question. At the helm of this project is Hatem Alakeel, a trailblazing Saudi designer renowned for reimagining traditional Middle Eastern attire with contemporary flair. Through his brand Toby and creative agency Authenticite, Alakeel has become a cultural bridge-builder, blending local identity with global appeal. His leadership in this campaign brings Birkenstock’s timeless designs into an entirely new context, celebrating the Kingdom’s diverse regions through fashion.
From Najd’s sleek modernity to Hejaz’s timeless elegance and Sharqiyah’s coastal charm, the campaign shines a spotlight on six creatives whose work reflects Saudi Arabia’s cultural depth. Countertenor Khayran Alzahrani, the first Saudi to pioneer Arabic opera, embodies Hejaz’s sophistication as he pairs Birkenstock’s iconic Boston Suede and Gizeh sandals with both contemporary and traditional looks. Alongside him, artist Fatimah Alghamdi electrifies the campaign with her fuchsia pink Arizona Big Buckle—a nod Taif’s famous roses.
In Najd, musician AZIZ.wav, known for blending Afrobeats, R&B, and hip-hop, stands tall amidst date palms in the Kyoto and Boston styles. Meanwhile, model Daim Gaw seamlessly combines bold modernity and heritage, donning the Gizeh in Gold to honor Najd’s roots while rocking the Madrid Big Buckle for a fresh twist.
And then there’s Sharqiyah, where entrepreneur Ahmed Hakeen, founder of the fashion brand Astor, explores Dammam’s iconic corniche in the Arizona Soft Footbed, balancing heritage and modernity. Stylist Dalia Darweesh, a Khobar-based editor and founder of the city’s first modeling agency, brings coastal flair with the Arizona in Mineral Blue and Gold, blending the seaside city’s laid-back vibe with urban sophistication.
Alakeel’s touch is evident throughout the campaign, where Birkenstock becomes a canvas for storytelling. With a career defined by elevating Saudi culture on the global stage—from reinterpreting the traditional thobe to founding the podcast Gems of Arabia—Alakeel’s role ensures this project is a love letter to the Kingdom’s heritage. Each creative and region featured in Perpetual Footprints proves one thing: style isn’t just timeless—it’s profoundly local, too.
