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adidas + Arwa Al Banawi

Bringing Saudi design to the world, live from Al Ula.

The mission:

To launch the adidas + Arwa Al Banawi collab from MENA to the world (during lockdown).

The meaning:

A local creator going global? Everything. This was the first Saudi collab with adidas, ever. Past, meet future.

The moment:

We created the first product launch streamed live from Al Ula to the world, with an omnichannel campaign delivering stunning hype, retail, digital, and advertising.

Results + impact:

The impact of this moment was felt not just across KSA, but the world. Before this iconic location had even reopened after lockdown, we’d launched a live hype drop like no other with both commercial and PR impact.


100% sell thru during hype drop.


Global PR features including high snobiety and hypebeast.