BREDABU DHABI

BRED Abu Dhabi, presented by Hypebeast, returned for its third edition as a bold five-day celebration of neo-culture at Yas Bay Waterfront. With a focus on music, fashion, sport, and art, all rooted in Arab identity, the 2025 edition aimed to deepen its regional impact by going “back to the streets,” paying homage to the origins of neo-culture and bringing together subcultures from the Levant, North Africa, and the GCC. The event’s mission extended beyond entertainment to empower emerging talent, spotlighting the next generation of regional creatives through performances, streetwear drops, dance battles, and the launch of its very own rap cypher track featuring top Arab artists.

As BRED Abu Dhabi’s official PR and communications partner, Katch International was tasked with securing the media recognition and visibility the event deserved across regional and international platforms. The objective was to drive attendance, generate widespread editorial and social coverage, and position BRED as the definitive festival for Arab youth culture. A critical part of the brief was to ensure the artists involved, especially emerging voices, received meaningful media exposure through top-tier interviews, on-ground features, and integrated storytelling, elevating their profiles and amplifying the festival’s impact.