CRUSH AGENCY Launches ICONS. by CRUSH, Global Talent Division

Dubai, United Arab Emirates – November 25, 2025

CRUSH AGENCY, the acclaimed luxury experiential production company founded in Paris in 2009, has announced the launch of ICONS. by CRUSH, a dedicated international Talent & Audience division. This marks a significant expansion of CRUSH’s global footprint, following a permanent presence in the Middle East since 2015. The agency has earned global recognition for delivering landmark events, including the TIME100 Impact Awards in Dubai, Bvlgari Le Gemme Sahare in Riyadh, and the recent Mercedes-Maybach regional launch.

Building on over a decade of expertise in curating exceptional experiences, CRUSH AGENCY has established a legacy defined by iconic collaborations across music, entertainment, and luxury branding. The agency’s founder, Sophie Christophe, is renowned for her extensive network, connecting world-class talent with luxury brands and cultural experiences. Past collaborations include partnerships between Huda Beauty and Kehlani, IWC and Jamiroquai, and bespoke talent curation for Cartier, One&Only, and more. These events are recognized for their “iconic resonance”—the unique emotional and cultural impact created when extraordinary personalities intersect with meaningful moments.

The launch of ICONS. by CRUSH represents the natural evolution of CRUSH’s talent expertise. Leveraging years of experience acting as an extension of artist management with talents such as Ne-Yo, Ayra Starr, and Hiba Tawaji, the division now offers curated representation of world-class artists, speakers, creators, leaders, athletes, and cultural figures.

ICONS. by CRUSH provides direct access to regional and global talent, enabling appearances at forums, summits, and high-profile events, alongside comprehensive 360° brand-partnership strategies. The division facilitates long-term endorsements, talent representation, and bespoke one-off engagements, ensuring both cultural impact and strategic alignment with brand objectives.

With operational bases in Dubai and Paris, representation in Doha, and ongoing expansion into Saudi Arabia, CRUSH continues to operate globally, creating unmatched opportunities for talent collaborations and cultural moments. Sophie Christophe, Founder of CRUSH AGENCY, emphasizes: “ICONS. by CRUSH is the natural continuation of what we’ve been building since 2009. We’ve always connected brands with exceptional talent. With ICONS, we unite music, sport, impact, and culture under one global roof, creating meaningful experiences led by extraordinary personalities.”

From curating performances to shaping summit lineups and designing elite audience programs, ICONS. by CRUSH embodies the agency’s ethos: excellence, emotion, cultural depth, and iconic resonance—bringing unforgettable, world-class experiences to life.