adidas / UAE / 2022Design & Packaging · PR Stunts
Superstar Ravi.
adidas made a Superstar sneaker for Ravi, the Satwa street-food restaurant that has fed Dubai for more than four decades.
- Brand
- adidas
- Agency
- Havas Middle East
- Market
- UAE
- Region
- GCC
- Year
- 2022
The challenge
Sneaker collaborations usually go to artists and musicians. adidas wanted a drop that meant something to the communities that actually make up Dubai.
The idea
Havas Middle East replaced the Originals badge with Ravi's logo, coloured the leather in the green of the waiters' uniforms, printed the old menu on the tongue and a timeline of the restaurant on the insole. The limited drop drew queues in Dubai, with Red Havas on PR.
Results
- Storyboard18 reports the shoes sold out and the work reached 32.3M+ people across social and PR.
- The same report cites an 80% increase in sneaker sell-through and 20% growth in adidas' social following.
Case study source: AdForum Source ↗
Awards
- Clio Awards 2023Clio Awards / Fashion & BeautyBronze
- Cannes Lions 2023PR – F05 CULTURAL INSIGHTBronze
- Clio Awards 2023Clio Awards / Partnerships & CollaborationsBronze
Credits
- Creative agency
- Havas Middle East
- PR
- Red Havas
- Production
- Sweetwater
- Executive Creative Director
- Joao Medeiros
- Creative Director
- Rusty Beukes
- Creative Director
- Anshuman Bhattacharya
- Associate Creative Director
- Moemen Metwally
- Art Director
- Alicia McBride
- Videographer
- Ahmed Raslan
- Editor
- Misk Al Fekaiki
- Senior Communications Director
- Razan Karim
- Senior Communications Executive
- Sandra Jarjoura
