Global campaign shoot + hype drops for MENA + Dubai.
adidas FORUM x Arwa Al Banawi
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To launch the first global ltd edition by adidas in collab with a designer from the Middle East, we created an installation and series of drops + global campaign content, in the very lands that inspired the sneaker.
Next, we brought the installation to retail, where its iconic form commanded attention and drove sales by calling back to the highly visible coverage of Al Ula.
We even did a sneaky Dubai Souq pop-up, in tribute to the retailers in the traditional markets who sell the fabrics that inspired the design of the sneaker, the Saudi shemagh.
The Souq drop was located in the historical textile markets and was invite-only for influencers in the Arabian style space, for whom the usage of a local traditional fabric would be highly resonant, as would the message of another female creator from the region being highlighted on a global level.
Our space was inside an existing souq shop that was repurposed for the drop with art direction, props, a mini version of our desert installation, and casually hung content from the global shoot we did in Al Ula, tying together campaign elements.
