Defender, the icon of rugged capability and adventurous spirit, is thrilled to announce its partnership with Sole DXB as the Official Vehicle for the 2024 festival.
Renowned for its bold celebration of music, art, and culture, Sole DXB mirrors the boundary-breaking essence that defines Defender’s heritage and future.
Bringing together symbols of exploration, one mastering the great outdoors, the other transforming the urban cultural scene, this partnership will showcase Defender’s ability to traverse both desert landscapes and the vibrant streets of Dubai, blurring the lines between adventure and creativity.
Through this collaboration, Defender presents a unique activation that blends innovation, music, and the freedom to explore. Festival goers will embark on an immersive experience, engaging with the highly anticipated Defender OCTA, and it’s cutting-edge design, capability and adventurous ethos in a space where inspiration and discovery converge.
“With its relentless spirit of adventure and design that harmonizes modernity with heritage, Defender is more than a vehicle—it’s a cultural icon. Sole DXB’s dedication to celebrating diverse urban art forms aligns seamlessly with Defender’s mission to push boundaries and create transformative experiences. We are proud to partner with a festival that invites exploration and artistic expression, both in the city and beyond!”commented Bruce Robertson, Managing Director JLR MENA.
Music, a core element of Defender’s identity, will take stage with live performances featuring renowned artists such as James Blake, Tems, and The Roots, alongside emerging regional talent.
By collaborating with creative talents from across the Middle East and around the world, Defender aims to amplify voices that challenge norms and inspire new possibilities. Whether it’s the powerful energy of hip-hop or melodies inspired by the desert, every beat will reflect the innovative, unstoppable spirit that has defined Defender for generations and continues to redefine the spirit of modern adventure.
The Defender Grandstand will offer an interactive experience for guests where the Defender OCTA’s adventurous essence will be brought to life, creating a dynamic connection between the audience and the Defender’s ethos.
Bold, uncompromising, and crafted for those who view life as an endless journey, Defender is more than a vehicle—it’s a statement. From the pulse of city streets to the raw beauty of uncharted landscapes, it thrives in every setting, echoing the spirit of adventure.Infused with the rhythm of music and a passion for exploration, Defender inspires a lifestyle where every drive is a symphony of freedom and adventure. FromDecember 13th to 15th, Defender and Sole DXB invite you to join a celebration of exploration, music, and the trailblazing energy that powers the next generation of adventurers.
