adidas to unveil collection laced with culture at exclusive pop up
The brand is weaving regional art into its most iconic sneakers.
Over the past few years, Middle Eastern street style has taken on a life of its own, with festivals, community gatherings, and epic brand collaborations. Now, adidas is once again putting its most fashionable foot forward with the launch of The Loomhood Collection.
To kick off the launch, adidas is hosting an exclusive two-day pop-up at Dream Girls Tailor's in Dubai's historical Al Fahidi neighbourhood. Taking place on 19 and 20 April, this pop-up will shine a light on the collection and allow you to explore the space. On 21 April, this pop-up will make its way to Riyadh's Diriyah district.
Those heading to the pop-ups can expect to be the first to grab the limited Loomhood Collection before it goes on sale regionwide. Shop sneakers with a twist that will add a cultural flair to your wardrobe.
The Loomhood Collection will take adidas' most iconic pieces, the Samba OG and Handball Spezial, and reimagine them with a local twist. Expect design and culture that weaves storytelling and heritage while honouring the hands behind the threads.
The laces stand out in this particular adidas collection. Each lace design is handcrafted to represent its respective city. Expect to see Talli lace on the sneakers. Famous in the UAE, these are metallic threads woven with cotton or silk. From Saudi Arabia, the Sadu laces on the shoes will bring a geometric and earthy element to the collection. This inclusion also honours a woman named Rashidah, who has kept the Sadu craft alive for over 30 years.
In addition the UAE and Saudi Arabia, The Loomhood Collection by adidas will also be up for grabs in Egypt and features pieces using Khayamiya lace. These are bright and bold patterns mimicking old Cairo — and an art form kept alive by Mohsen Shaaban for over 55 years.
While The Loomhood Collection will be on exclusive sale at the pop-ups, it will be available in adidas stores in Dubai Mall and Riyadh Park Mall. Those who are able to snag themselves a pair will get a complimentary Loomhood customisation and a limited-edition lace that ties back to the culture it represents.
GO: Visit www.adidas.ae for more information.
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