As families across the UAE prepare for the new academic year, many continue to face the rising costs that come with sending children back to school. Tuition fees, uniforms, books, transport and everyday essentials often combine to create significant pressure on household budgets. Against this backdrop, SHOEMART, one of the region’s leading family footwear retailers, has opened nominations for its third annual Back-to-School Scholarship Campaign.
The community initiative will award four scholarships of AED 15,000 each, creating a total fund of AED 60,000 for deserving students across the UAE. Under the theme “School Fee to School Free,” the campaign aims to reduce financial barriers and give talented young people a clearer path to continue their education with greater confidence.
Mr Dinesh Shahani, President – Shoe Business at SHOEMART, highlighted the company’s longer-term commitment. “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".
The campaign is being run in partnership with the Channel 4 Network, which includes Channel 4 FM, Radio 4 FM, Al Rabia FM and Gold FM. This multi-language partnership allows the initiative to reach communities across the UAE in English, Arabic, Hindi and Malayalam, broadening awareness and encouraging wider participation.
SHOEMART has positioned the scholarships as more than a one-off gesture. Now in its third year, the programme reflects the retailer’s ongoing effort to support the communities it serves by investing directly in education at a time when many families feel the strain most acutely. By combining financial support with public recognition of student ambition, the company hopes to ease immediate pressures while reinforcing the value of educational achievement.
Nominations are open until 28 August 2026. Eligible UAE residents can enter by sending the word “SHOEMART” to 6887. Updates and further details will be shared across the participating Channel 4 Network radio stations, making it straightforward for families to follow progress and stay informed.
The timing of the campaign is deliberate. The back-to-school period is when education-related costs become most visible and urgent for many households. By launching the scholarships at this point in the calendar, SHOEMART aims to provide practical help exactly when it is needed most. The four awards of AED 15,000 each are designed to make a tangible difference to selected students, whether by covering part of tuition, related school expenses or other education costs that might otherwise limit opportunity.
Company representatives note that the initiative also encourages community involvement. By inviting nominations through a simple SMS process and promoting the campaign across popular radio stations, SHOEMART is asking families, teachers and community members to identify young people who demonstrate both need and potential. This participatory approach is intended to strengthen local connections and ensure the scholarships reach students who might otherwise remain unnoticed.
For SHOEMART, the scholarship programme sits alongside its core retail business. As a family-focused footwear retailer with a strong presence in the UAE, the company sees support for education as a natural extension of its relationship with customers. Helping students stay in school or pursue further studies aligns with a broader goal of contributing to the communities that sustain its stores and brand.
The third consecutive year of the campaign suggests a sustained commitment rather than a short-term marketing exercise. Previous editions have already demonstrated the value of consistent support, and the current cycle builds on that foundation with the same total funding level of AED 60,000. Organisers hope the continuity will increase awareness and make the nomination process familiar to more families over time.
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As the 28 August deadline approaches, eligible residents are encouraged to submit nominations promptly. The combination of a straightforward entry method, multi-language radio promotion and a clear financial award is designed to lower barriers to participation. For the four students ultimately selected, the scholarships are expected to provide meaningful relief and a stronger platform for continued academic progress.
In a period when education costs remain a concern for many UAE households, the SHOEMART Back-to-School Scholarship Campaign offers a practical example of corporate support directed at a clear community need. By pairing financial assistance with public recognition of student determination, the initiative seeks both to ease immediate pressures and to reinforce the longer-term importance of accessible education.
