Football freestyler Paul Wood surprises shoppers at Superdry store in Mirdif City Centre

Paul Wood, the legendary football freestyler from Bolton Wanderers Football Club (BWFC), a Premier League English football club, made a surprise visit to the Superdry store in Mirdif City Centre, much to the delight of shoppers.

The former UK league star was escorted by James Tucker, Education Director at Bolton Wanderers Football Club and Adam Bass from the Club, who were in the UAE to launch the Institute of Sport in collaboration with local professional clubs.

Wood admired the brand’s quality and expressed his delight over the presence of international UK brands in the Middle East, adding that Dubai was playing a key role in giving a new image to the whole region.

BWFC had earlier in the week signed an MOU with local professional clubs to train students in different types of sports courses at the BWFC Institute of Sport.

Commenting on the visit to the UAE, Tucker said: “We are pleased to visit the UAE as we, like many others, think that Dubai is becoming a major hub not only for businesses but also for lifestyle. It wasn’t a surprise to know that Dubai residents are familiar with the Superdry brand which is a popular choice among well-known UK figures as the brand enjoys huge popularity all over the world.”

Emad Hussein, Superdry brand manager in the UAE, said: “We were surprised and thrilled by the visit of the Bolton Wanderers Football Club officials to Superdry. The brand is very well known in the UK and now it is boosting its presence in the Middle East.”

Husein added: “Superdry has always been a favorite with celebrities, such as Leonardo DiCaprio, Kate Winslet and Zac Efron as well as the footballer David Beckham.  This status follows Superdry’s persistent efforts to push the boundaries further to achieve new standards in quality, branding and vintage style.”

Superdry stores are located in the UAE in Deira City Centre and Mirdif City Centre.  One more store to open in Dubai by the end of 2011 at Mall of the Emirates and two more to open by 1^st quarter of 2012 at The Dubai Mall and Dubai Marina Mall.

Superdry store in Mirdif City Centre is marked by a unique interior design of rustic finish achieved using real bricks, iron beams and concrete and natural oak. Superdry is a mix of modern and casual styles that express individuality, combined with unique patterns, to portray the true feel of elegance and style. Moreover, the brand features designs that are perfectly suited for everyday use.