The Loomhood Collection.

adidas Originals partnered with local artisans in three cities, Dubai, Riyadh and Cairo, to launch a limited edition through an experiential and digital campaign. In Riyadh the collection paid tribute to Saudi Arabia's Year of Handicrafts, celebrating artisans and handmade traditions in line with Vision 2030's cultural preservation goals (Campaign Middle East).

Each city's version came from one craft neighbourhood: Al Fahidi in Dubai, Diriyah in Riyadh and El-Khayamiya in Cairo. 'Each pair of sneakers showcases the neighbourhood’s name and the precise coordinates of the artisans,' Campaign Middle East reports, and limited-edition laces follow each country's craft: Talli in the UAE, Sadu in Saudi Arabia, in honour of Rashidah, a master artisan with more than 30 years of Sadu weaving and embroidery, and Khayamiya in Egypt. AKQA shot the campaign in all three cities. Campaign Middle East announced a two-day pop-up at Dream Girl Tailors in Al Fahidi on 19 and 20 April 2025, followed by activations in adidas Originals stores at Dubai Mall and Riyadh Park Mall from 21 to 30 April and a limited run at Maison 69 in Cairo from 24 to 30 April, with a free Loomhood customisation and the limited-edition laces for buyers of a Samba OG or Handball Spezial.