DAVOS: Princess Reema bint Bandar made an eloquent plea for gender equality as a driving force for economic change in the Kingdom during her address at the World Economic Forum (WEF) in Davos on Thursday.
Saudi Arabia was advancing the cause of women “because it’s necessary for our nation from an economic point of view, and also from the holistic nature of how you want a family to actually function as a family if you’re constantly segregating family members. It just doesn’t work that way,” the princess said.
“We’re not doing gender equality because the West wants it, or because it will target Human Rights Watch and get them off our backs, or because Amnesty International is going to say ‘great, good job you.’ We’re doing it because it is right,” she said.
Princess Reema, who last year became the first woman to head a Saudi sports body, said sport, culture and entertainment were at the heart of the drive to improve the quality of life in the Kingdom.
She accused the world’s media of double standards in covering the Saudi transformation. “There is a determination not to allow us to create a new narrative. My question is, why? You ask us to change, and then when we exhibit change, you come to us with cynicism.
“I find it so destructive on a daily basis, and detrimental to the women I’m trying to inspire.
“But you have to understand that we’re not working for anybody outside this nation, we’re working for the women of this nation, for the men of our nation, for the evolution to where we need to be, and that’s how we will benefit youth, that’s how we’ll be a global player.
“However, you all have to understand something in this room. A behavioral shift does not happen overnight. Sometimes economic factors drive it, like sometimes you need the money so you let your daughter go to work.
“That was our reality perhaps five years ago, but today the mind shift necessary is: There’s value in this woman, there’s value in her contribution to the community, there’s value in her voice and the decisions she helps make, for a more balanced economy and a more balanced society.
“Perhaps you just have not heard our voices before. Today the introduction of the woman may seem like an anomaly or novelty across the world, and in Saudi Arabia, but we’ve been there. Where we have been is the silent partner, but today we’re being given the opportunity and platform to be more present and more relevant.
“I hope you don’t think I’m the only woman in Saudi Arabia that feels this way or is working toward this. I actually represent the thousands of women who are a lot more competent and qualified than I am. All I can hope for is to do them justice while I’m here.
“These are women who are already in the Shoura Council, already in the municipalities, already have PhDs, that took more work and longer than the time I’ve been alive. It is sad for me that those women are not shown and they are not showcased. I really hope you’ll take the opportunity to see that they exist.”
Princess Reema pushes for gender equality in Saudi Arabia
Princess Reema pushes for gender equality in Saudi Arabia
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Sneakerheads from around world descend on Riyadh for Sneaker Con 2026
- Capital’s edition highlights Saudi Arabia’s rising profile in global lifestyle, pop culture scene
Sneaker Con 2026 brought global sneaker culture to the Saudi capital, transforming Cool Arena at Boulevard City this week into a vibrant meeting point for youngsters in search of streetwear and collectibles.
The event, which ran from Monday to Wednesday, is known for gathering collectors, resellers, brands, influencers, and fans under one roof, and its Riyadh edition highlighted Saudi Arabia’s rising profile in the global lifestyle and pop culture scene.
It featured a large-scale marketplace in which visitors could buy, sell and trade rare and limited-edition sneakers, supported by authentication services that ensured credibility and trust in a market driven by exclusivity.
Beyond commerce, the event offered panel discussions, live DJ sets, interactive challenges, art installations and appearances by regional and international creators, capturing the broader street culture that surrounds sneakers.
Free to attend with prior registration and running daily from late afternoon into the night, the event formed part of the wider Riyadh Season calendar, reinforcing the city’s ambition to host world-class cultural experiences that resonate with a young, creative and globally connected audience.
International brands from across the globe were among the standout participants. Puerto Rican brand We Got Kicks made its presence felt, with representative Jorge Andres highlighting the brand’s enthusiasm for entering the Saudi market.
Andres said the invitation to Riyadh marked an important milestone, and he told Arab News: “We really want to bring our brand to Saudi Arabia and raise awareness. Everyone here is very nice, and people genuinely care.”
Another major draw was Urban Necessities, a globally recognized consignment shop known for sourcing hard-to-find sneakers.
Jaysse Lopez, one of the brand’s founders, shared his journey and strong connection to Saudi Arabia. Originally from Puerto Rico and now based in Las Vegas, Lopez explained that Urban Necessities focused on rare pieces not commonly found in mainstream retail.
He said: “Urban Necessities is a consignment shop that focuses on all the things you don’t see every day: the hard-to-find sneakers. It’s for all walks of life.”
Lopez noted that the brand has been present in Riyadh for nearly three years, with a store in Boulevard City, and had played a role in helping bring Sneaker Con to the Kingdom.
Speaking about popular collaborations, he highlighted the continued demand for Travis Scott releases.
“He has a very big following, and his collaborations with Nike and Jordan always sell out,” Lopez said. “The demand is extremely high.”
Reflecting on his visits to the Kingdom, Lopez described Saudi Arabia as a place of rapid change and opportunity, and added: “This is my third time here. It’s amazing to see how much has changed in just one year, and over the three years I’ve been coming.
“The people are kind, the culture is beautiful, and it gets harder to leave every time.”
Regional participation was also strong. From Qatar, sneaker brand Size Run took part in the event, represented by Hussain Nabeel, who described the experience as overwhelmingly positive.
Nabeel said: “From the first day it was fantastic for us. We are very happy to be here and to show everyone who Size Run is.”
He added that the brand aimed at strengthening connections across the Gulf, saying: “We have online platforms, and we can ship to Saudi Arabia for free.”
Local Saudi businesses also used Sneaker Con as a platform. Siraja, a Saudi brand specializing in customized apparel and brand development, highlighted its locally based production capabilities.
Waleed Al-Khaled, representing the brand, said the company’s mission was to support aspiring entrepreneurs, and added: “Anyone who wants to start a business and doesn’t know how to, we are here to help — from design to production, all made in Riyadh.”
By attracting international, regional, and local players, Sneaker Con Riyadh underscored the Kingdom’s growing influence in global sneaker and streetwear culture.
The event served as a cultural exchange, reflecting how Riyadh is positioning itself as a hub where global trends meet local creativity.
