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SHOEMART said in a statement that it had launched its third annual Back-to-School scholarship campaign on August 11, 2026, with a total of AED 60,000 available to ease education costs for families across the UAE. The company will award four scholarships of AED 15,000 each to selected deserving students, directing the funds toward school fees. A Mordor Intelligence assessment found the UAE private K-12 education market valued at USD 11.45 billion in 2026 and forecast to expand at a compound annual growth rate of 10.69 percent through 2031. This initiative arrives as the sector supports more than 1.3 million students in over 1,600 schools nationwide according to education sector analyses.
Nominations opened immediately and will run until August 28, 2026, with participants required to send the word SHOEMART to 6887 to submit candidate details for consideration. The campaign operates in partnership with the Channel 4 Network, which includes Channel 4 FM, Radio 4 FM, Al Rabia FM and Gold FM to broaden reach among listeners. SHOEMART, part of Landmark Group, described the process as straightforward to encourage widespread community participation in identifying students with strong potential.
Dinesh Shahani, president of the shoe business at Landmark Group, said in the statement, “Education has the power to open doors and create opportunities that last a lifetime. Through this scholarship campaign, we hope to make a meaningful difference for students and families while encouraging communities to come together in recognising young people with the passion and determination to succeed. As we mark the third year of this initiative, we remain committed to supporting education in ways that create a lasting impact beyond the classroom.” He noted that the program builds directly on prior editions. The executive emphasised recognition of student determination as a core element.
SHOEMART has grown since its founding in Dubai in 1990 into the largest footwear and accessories retailer in the Middle East with more than 170 stores across 13 countries. Company information places its annual customer footprint at nearly 7 million shoppers. The retailer positions the scholarship as an extension of its community engagement alongside its core commercial operations in the regional market.
Previous iterations of the campaign provided comparable financial assistance that helped reduce school-related expenses for recipient families in the UAE. Selection focuses on demonstrated need and merit among UAE residents according to the statement. Details of the evaluation process will be managed through the partner radio network to ensure transparency in award decisions.
The broader UAE education landscape has seen rising enrollment that amplifies demand for such targeted support programs. Federal Competitiveness and Statistics Centre data has tracked steady increases in both K-12 and higher education participation in recent years. SHOEMART’s contribution forms one element within a retail sector that increasingly incorporates social initiatives into annual back-to-school activities.
