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adidas Superstar Ravi

The hyperlocal hypedrop that nobody saw coming.

The mission:

To create a campaign creative for the adidas Ravi Superstar collab drop, and bring it to life with an omnichannel launch moment that shakes the culture. All embodied in a shoe, an iconic sneaker collab featuring adidas Superstar's iconic design cues mashed up with the locally iconic Ravi Restaurant.

The meaning:

A family-owned Pakistani restaurant born in Satwa, a stark contrast to the Michelin-starred openings of the year, but one with much more meaning to residents than another gimmicky spot. Ravi is at the core of Dubai culture, and we wanted to finally celebrate it for being a true original.

The moment:

A launch that had everyone talking about the power of a moment where commerce and culture come together.

'Proudest day of my life.' CHAUDHRY ABDUL HAMEED, FOUNDER OF RAVI
'For sneakerheads and foodies, the restaurant's collaboration with adidas is a moment to savour.' KHALEEJ TIMES
'One shoe proved that sneakers can have a cultural power that truly transcends.' - ESQUIRE
Brilliant... in a world where brands are clambering over themselves to produce NFTs, you're keeping it real. - ESQUIRE MIDDLE EAST
'How an adidas sneaker made this Dubai restaurant famous.' - CNN
The family came above all, intimately collaborating on everything from the sneaker to the content, event and activations. The founder said it was 'the proudest moment of my life' and was featured in Esquire to discuss the collab and his heartwarming business success story.
The delicious food played a pivotal role throughout, with branded steel trays and cups giving a throwback to the sustainable originals, while showcasing subtle branding cues hidden under generously heaped portions of recipes on an adidas-Ravi menu that curated local favorites.
Sneakers on ice, naturally.
We even brought in a rickshaw, made sure it was an electric one to fit adidas' sustainability commitments, and turned the back of it into a fully functioning Chai bar, handing out free cups of Karak Chai (a fusion South Asian-Khaleeji brew) in a nod to the most popular local beverage and one of the staple's of the Ravi meal experience.
One of the biggest reasons for the success of the launch was that we didn't do the event in some far off venue, or detach the cultural moment from the commercial one. The windows that usually serve delicious food repurposed for the launch to serve the extra hot drop, with lines forming down the block for people to get their own paper-bagged product.

The results were record breaking.

result

100% sold out in all stores and eComm.

result

Featured in local and global press including Hypebeast, High Snobiety, CNN, Khaleej Times, Gulf News, and more.

result

$6.7 million in PR value

result

646 million PR reach

result

32.3 million social reach

result

Globally awarded: 10 Dubai Lynx awards incl. 3 x Grand Prix's, Bronze at Cannes Lions, Bronze Pencil at The One Show, Shortlist D&AD

result

The Ravi founder even said it was "the best moment of my life."

result

Superlative understanding of the market (leaps and bounds of pretty much any comparison), ultimately this is a shoe that stood for something more. - ESQUIRE Drop of the Year