DUBAI, UAE – Chalhoub Group has appointed The Refreshment Club to manage the strategic and creative direction for Gap and Athleta in the region. The agency will oversee brand positioning, creative strategy, and the regional introduction of Athleta, while Chalhoub Group continues to handle retail operations and logistics.
Alix Petit-Kece, CEO of The Refreshment Club, stated: “Gap is one of those rare brands that has genuinely shaped culture.”
Onur Kece, Founder and Chief Creative Officer, emphasized the agency’s commitment to establishing a culturally relevant and locally resonant brand platform for Gap in the region rather than simply importing global campaigns.
This follows the franchise agreement between Gap Inc. and Chalhoub Group, featuring an omnichannel rollout across the GCC with upcoming e-commerce launches and retail store openings.
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