Egyptian footwear brand Zee has built a reputation for campaigns that feel more plugged into culture than traditional product marketing. Whether through athletes, internet personalities, or movement-driven storytelling, the brand has consistently approached footwear through personality first. Its latest campaign takes that same approach and applies it to one of the most distinctly Egyptian household staples of all: the shebsheb zanooba.

There was a time when the shebsheb zanooba existed strictly within the boundaries of beach clubs, quick supermarket runs, and getting the groceries out of your car. Zee’s latest campaign is trying to dismantle that entire system.
For its newest drop, the local footwear brand tapped Egyptian actress Lina Sophia as the face of its reworked ‘Shebsheb Zanooba’ campaign, transforming the humble flip flop into something far more playful, stylised, and unexpectedly polished. Across the visuals, the Zanooba appears poolside, slipped under elevated evening looks, casually styled into fashion moments where flip flops would normally feel almost illegal.

The point, according to Creative Director Aly Khalifa, was never to overcomplicate the shoe itself. It was to amplify a certain attitude around it.
“Lina was the first person myself and Noureldin (the CEO) thought of when we were looking for an ambassador for the Zanooba,” Khalifa tells SceneStyled. “She’s just that girl — effortless, cool, and naturally stylish. She perfectly encapsulates the essence of the product: understated, adaptable, fun, and effortlessly fashion-forward.”

That energy runs through the entire campaign. Nothing feels overly staged or too pristine. One frame leans into glossy poolside summer fantasy, another throws the flip flop into a more dressed-up setting entirely. Somewhere between the charms, the colourways, and the styling, the campaign fully commits to the shebsheb as the focal point of the look.
And customization is a huge part of that shift. The Zanooba arrives in 11 colours alongside interchangeable charms designed to let people build their own version of the shoe. For Khalifa, that flexibility reflects a broader idea around individuality and personal style rather than one singular aesthetic.

“The whole point of the Zanooba is that you can wear it with practically anything to instantly add a pop to your look,” he says. “It’s meant to be a statement piece.”
Sophia, for her part, seems fully aware of the assignment.

“Wearing flip flops gives off a sense of confidence and effortless style,” she says. “Flip flops aren't back because they never left., they're here to stay"

For the actress, partnering with Zee also carried a layer of local pride. “I’m really proud that in Egypt we have brands like Zee that are affordable, high quality, and can compete with international brands,” she says. “I feel like Zee represents everything I love — it has something for everyone, regardless of age, gender, or style.”
The campaign’s strongest moments come from that balance between glamour and ease. Nothing feels overly precious. The styling still leaves room for humour, movement, and the kind of summer spontaneity that usually disappears once fashion starts taking itself too seriously.

Khalifa describes the feeling behind the campaign as rooted in “freedom, expression, and comfort first, while still being fashion-forward.” In his eyes, summer acts as a kind of reset, even if people still feel pressure to look put together while doing absolutely nothing.
“The Zanooba makes that easy,” he says. “Looking good at the beach is literally just a step away.”
Sophia’s own rule for pulling off an elevated flip flop look is slightly simpler: “A good manicure,” she says, before quoting the Egyptian saying, “راحة الجسم بتبدأ من راحة القدمين.” Comfort in your body starts with comfort in your feet.

Which, coincidentally, feels like exactly the kind of logic this campaign is built on.