adidas: Superstar Ravi

Adrian Mutescu, Tanya Kassab

adidas, a sneaker brand, partnered with the family who owns Ravi Restaurant in Dubai and created the iconic adidas Superstar sneakers to reach 3 million across all channels, successfully introduce the new adidas collab, trigger 80% sale of stock and increase social channel followership.

Campaign details

Brand: adidas Brand owner: adidas Entrant company: Havas Middle EastIdea creation: Red Havas Dubai Market: Middle East & North Africa (general region) Sector: Sportswear Media channels: Events & experiential, Online video, Packaging & design, Social media, Point-of-purchase, In-store, Public relations Budget: Up to 500k

Executive summary

Streetwear meets street food in a hyperlocal hypedrop, celebrating an iconic Pakistani restaurant through a reimagination of the classic Superstar sneaker.

To launch in a way that defied conventions and Dubai’s glamorous stereotypes, we broke...

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