Brand Collaborations: A Success Story

This is the story of Rami Afifi, a Palestinian-Egyptian kid who grew up in Saudi Arabia ashamed of his Arabic heritage and aspiring to be Western. This is also the story of how a father took a risk on his son, sending him to art school instead of forcing him into an engineering degree. In England, he discovered that being Arab was what made him stand out. His father’s gamble would pay off, as Afifi would go on to celebrate his heritage and make a name for himself collaborating with international brands such as Nike, Converse, Porsche, Lacoste, KFC, AAPE by Bathing Ape and Levi’s, as well as local brands including Amongst Few, Level Shoe District, Dubai Media City and Majid Al Futtaim. His unique voice as an Arabic artist, networking, doing favors for friends, turning himself into a desirable brand and pitching ideas relentlessly would eventually get Afifi’s foot in the door with Nike, leading to a career of successful