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adidas + sole

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.

Blending Eastern and Western influences, the sneaker is a ” celebration of cultures, mirrored onto a contemporary art installation in the middle of AlUla — a UNESCO heritage site located in the rocky landscapes of North West Saudi Arabia.
a UNESCO heritage site located in the rocky landscapes of North West Saudi Arabia.
Blending Eastern and Western influences, the sneaker is a ” celebration of cultures, mirrored onto a contemporary art installation in the middle of AlUla
Blending Eastern and Western influences, the sneaker is a celebration of cultures, mirrored onto a contemporary art installation in the middle of AlUla — a UNESCO heritage site located in the rocky landscapes of North West Saudi Arabia.

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.

result

100% sell thru during hype drop.

result

Global PR features including high snobiety and hypebeast.

result

USD 99 million in earned media.