Adidas Originals highlights the craftsmanship of Dubai, Riyadh, and Cairo in its limited-edition Loomhood Collection. The series features the iconic Samba OG and Handball Spezial sneakers, blending traditional artistry with modern streetwear.
Each sneaker in this collection includes the neighbourhood’s name and the coordinates of the artisans behind them. AKQA developed the digital and experiential campaign to support the launch in Dubai and Riyadh on April 21st, and Cairo on April 24th.
Cultural Design Inspirations
Each city’s design honours local traditions:
- Al Fahidi, Dubai — The design draws inspiration from Dubai’s tailoring history and features Talli Lace, a traditional craft. Dream Girl Tailors, a family-run business in Al Fahidi, played a key role in this creation.
- Diriyah, Riyadh — Inspired by Sadu weaving, the sneaker incorporates Sadu Lace, a geometric pattern reflecting Saudi heritage. Rashidah, an expert artisan, is honoured through this design.
- El-Khayamiya, Cairo — This design honours Khayamiya, an ancient appliqué technique. Mohsen Shaaban, a master of this art, is celebrated in the intricate patterns.
The collection’s designs have been validated by Dr. Reem Tariq El Mutwalli, ensuring cultural authenticity.
Pop-Up Events and Exclusive Launches
To mark the collection’s debut, adidas Originals will host a pop-up at Dream Girls Tailor in Al Fahidi (Dubai) on April 19th and 20th. Visitors can purchase the limited-edition sneakers before they are available at adidas Originals Dubai Mall and Riyadh Park Mall from April 21st to April 30th. A small number of pairs will also be available at Maison 69 in Cairo from April 24th to April 30th.
Customers who purchase the Samba OG or Handball Spezial will receive a complimentary Loomhood customisation on their sneakers, along with exclusive laces designed to reflect the cultural artistry of each region.