Loewe, a renowned Spanish luxury brand, has revealed a partnership with On, a high-end running shoe brand from Switzerland, and the campaign for their new Cloudtilt shoe features Emirati motor racing driver Amna Al-Qubaisi. The campaign was photographed by Thibaut Grevet, a prominent French fashion photographer. Amna Al-Qubaisi, who holds the distinction of being the first female racer from the UAE, is showcased in the campaign wearing the Cloudtilt shoes. She currently competes in the F1 Academy for MP Motorsport and has achieved significant milestones, such as being the first Emirati woman to win a Formula 4 UAE Trophy Race at the Abu Dhabi Grand Prix in 2019 and the first to participate in a Formula E test in Saudi Arabia in 2018.
The campaign also features other talented individuals, including gymnast Yonghon Huh, dancers Roy Kaneza and Hortense de Gromard, BMX rider Cindy Dos Reis, animal flow instructor Stefan Crainic, and Liu Hong, a world champion and Olympic gold medalist race walker.
The Cloudtilt shoe incorporates CloudTec® Phase, a technology that creates a computer-generated midsole, providing cushioning with fewer components, resulting in a lighter and comfortable wear. These shoes are designed with a sock-like knitted construction, incorporate quick-lacing systems, and showcase a partnership between LOEWE and On, offering a range of color choices.
It will be released in two drops, each with its unique color palette: The first men's drop on October 12 features all white, all black, lime green, khaki green, and forever blue, while the first women's drop offers all white, all black, lime green, purple rose, and all navy. The second drops in January 2024 will have sand, wild rose, slate grey for men and sand, wild rose, beet red for women.
The shoe's design includes an outer sole made from EVA foam to reduce the use of rubber, and the upper is constructed with an engineered mesh made from 99 percent recycled polyester.
In the Middle East, this collection will be exclusively available at the LOEWE x On pop-up store at Dubai’s Mall of the Emirates from October 12 to 27.
Amna Al-Qubaisi has been a trailblazer from her early karting days at Abu Dhabi’s Yas Marina and the Al-Ain raceway, starting at the age of nine. She has become a role model for aspiring female drivers in the UAE and the wider region. She is optimistic about the growing interest of girls in motorsport, with several young female Emiratis making their mark in karting and even competing in Europe. She hopes to see more women participating in single seaters or GT cars in the future.