Pacsun partners with Majid Al Futtaim to bring the global brand to the Middle East

When Pacsun quietly planted its flag at the Abu Dhabi Formula One Grand Prix this year, it was the beginning of a new cultural chapter. The California-born brand, loved by Gen Z for its blend of fashion, music, art, and sport, is officially making its Middle East debut through a strategic partnership with Majid Al Futtaim. The move is about far more than retail expansion. It marks the start of a regional conversation centered around youth identity, community, and creativity – one that both partners believe the timing is perfect for.

A mission beyond apparel

For Brieane Olson, CEO of Pacsun, the journey to Dubai began with a transformation happening inside the company itself. After nearly two decades with the brand, she has led Pacsun into its most purpose-driven era yet.

“We’ve evolved from curating clothes to creating community,” she says. “Our mission is to inspire the next generation at the intersection of music, fashion, art, and sport and that responsibility extends beyond the U.S.”

That mission led them to seek a global partner aligned not with commerce first, but with values. Majid Al Futtaim, with its vast ecosystem and deep understanding of youth culture in the region, became the natural choice. Their shared vision: empower Gen Z and Gen Alpha, two generations reshaping identity through self-expression, social platforms, and a growing openness around mental health.

Pacsun’s newly launched Youth Report, surveying 6,000 young people in the US, revealed that music is their primary tool of identity-building and mental health is their top priority – insights that will inform the brand’s strategy in the Middle East as well.

A cultural launch on a global stage

Instead of a traditional press conference, Pacsun introduced itself to the region through a cultural spectacle: Formula One Abu Dhabi. The trackside activation showcased a limited-edition Abu Dhabi F1 apparel line and drew crowds that surprised even the partners.

“Everything sold out – black tees, white tees, jackets,” recalls Majid Al Futtaim CEO Fahed Ghanim. “It was the perfect stage: fashion, art, music, sport, all converging. It mirrored exactly what Pacsun stands for.”

For Ghanim, the reception was more than encouraging; it affirmed that the Middle East is ready for a brand powered by youth culture. He describes the partnership as a “refounding moment” for Majid Al Futtaim. It was a deliberate addition to its carefully curated portfolio, not just another brand in the mix. “Pacsun has always been more than a retailer. It is a cultural force shaped by the voices of young people, and that makes it incredibly relevant to the Middle East today. As we continue our refounding journey at Majid Al Futtaim, we are intentionally curating brands that add cultural, strategic and long-term value to our ecosystem.” 

The first store is set to open in Mall of the Emirates in the first half of 2026, with 20 stores planned across the GCC over the next five years.

Where digital lives in the hands of the youth

While many retailers obsess over digital screens and tech installations, both leaders insist that today’s young consumers view the digital world differently. They bring it with them – in their hands, pockets, and in their creative instincts.

“Gen Z and Gen Alpha don’t need gimmicks,” explains Olson. “They want real people, relatable content, a chance to co-create. They’re filming in fitting rooms, livestreaming on TikTok, doing ‘get ready with me’ videos. The store becomes a backdrop for their lives.”

The physical stores will reflect a modern Los Angeles aesthetic – clean lines, warm textures, marble, wood – combined with Dubai’s cosmopolitan energy.

Majid Al Futtaim’s rich ecosystem, touching 600 million consumers a year, will supercharge this through data-driven insights, localized approaches, and community-based activations.

The heart of the Pacsun–Majid Al Futtaim partnership lies in their shared belief that retail must serve culture, not the other way around. That means youth voices leading the way.

In the U.S., Pacsun has launched a Youth Advisory Board of 14 to 24-year-old brand advocates. A similar model will influence the Middle East rollout – shaping collaborations, campaigns, and community events. The goal is to build ambassadors, not influencers hired by contract.

Whether it’s a New Year’s Eve “get ready with me” activation, a UFC athlete event, or future Middle East–specific research into Gen Z and Gen Alpha values, the partners are committed to creating spaces – digital and physical, where young people feel seen, heard, and engaged.

“We’re not chasing virality,” says Ghanim. “We’re creating authenticity. The rest follows.”“With the right product, right communication, right locations, and a youth-led approach, we have all the elements for success. And this region is ready.”

Pacsun may have launched through a single Formula One activation but what’s coming is far more than a retail rollout. It’s the arrival of a cultural platform designed for the Middle East’s youngest, most expressive generation.