Latest news with #Loomhood
The National
18-04-2025
- Entertainment
- The National
The adidas Samba trainer gets a Dubai makeover with Dream Girl Tailors collaboration
The adidas Samba is getting a Dubai upgrade this weekend, thanks to Dream Girl Tailors in Satwa. It's the first of a set of new collaborations between the German sportswear giant and small businesses in the UAE, Egypt, Saudi Arabia. The Loomhead Collection is the result of a partnership between adidas and local artisans from Dubai, Cairo and Riyadh who were each asked to design a pair of trainers and create shoelaces inspired by their respective cities. In Dubai, that honour has gone to Dream Girl Tailors in Satwa. It has crafted laces in multiple tones of green, blue and white. The special-edition shoe features 'Al Fahidi' stamped in gold on the side, along with the shop's co-ordinates. The collection is strictly limited-edition but will be available to buy at Dream Girl Tailors on Saturday, April 19 and Sunday, April 20. Purchasing the Samba OG or Handball Spezial during the event includes the exclusive shoelaces and an invite to add one-of-a-kind Loomhood customisations. The trainers will also be made available at the adidas Originals store in Dubai Mall from April 21 to April 30. Elsewhere in the region, Riyadh's version will be available at Riyadh Park Mall from April 21 to April 30, while in Cairo, the Egyptian version can be found at Maison 69 from April 24 to April 30. This latest collaboration comes nearly three years after the viral adidas x Ravi trainer. Designed to celebrate under-the-radar establishments that give cities their personality, the project paired adidas with small eateries and cafes around the world. Co-designed with Dubai's much-loved Ravi Restaurant, the green-and-cream Samba featured best-selling dishes printed on the tongue and the number 44 on the side, marking how long the restaurant had been in business. Vicki Fitzsimons, senior brand director at adidas Mena, told The National at the time: 'Our e-commerce site sold out within hours of launch and some fashion retailers sold out within minutes, which is a true testament to the significance of Ravi Restaurant in Dubai.' Can the Dream Girl Tailors edition, and those in Cairo and Riyadh, spark the same kind of frenzy? Time will tell.
Campaign ME
16-04-2025
- Entertainment
- Campaign ME
adidas Originals honours culture and craftsmanship with The Loomhood Collection
adidas Originals, which won several awards for its Ravi X campaign, has partnered with local artisans from three cities – Dubai, Riyadh and Cairo – and collaborated with AKQA and Red Havas to introduce its limited-edition The Loomhood Collection through an experiential and digital campaign. Launching on April 21st across Dubai and Riyadh, and on April 24th in Cairo, The Loomhood Collection reimagines two of the brand's most beloved silhouettes – the Samba OG and Handball Spezial – blending craftsmanship with cultural heritage. Highlighting the artisans that have shaped communities through their craft, AKQA shot The Loomhood Collection campaign in Dubai, Riyadh and Cairo, blending heritage with modern streetwear while drawing inspiration from key cultural hubs across the region. Each pair of sneakers showcases the neighbourhood's name and the precise coordinates of the artisans, creating a direct connection between the wearer and the craftsmanship behind the design. Complementing adidas Originals' signature silhouettes, the sneakers also feature custom-designed laces inspired by traditional fabric patterns as an homage to local artistry and heritage. Bringing The Loomhood Collection to life To celebrate the launch, adidas Originals is hosting an exclusive two-day pop-up at Dream Girls Tailor (Al Fahidi branch) in Dubai on April 19th and 20th, offering visitors the chance to explore the shop and purchase the limited-edition sneakers. Following the pop-up, in-store activations will take place at adidas Originals in Dubai Mall and Riyadh Park Mall from April 21st to April 30th and a limited number of pairs will be available at Maison 69 in Cairo from April 24th till April 30th. Customers who purchase a Samba OG or Handball Spezial will receive a complimentary 'Loomhood' customisation on their sneakers, along with limited-edition laces inspired by each country. Storytelling local neighbourhood craftsmanship Al Fahidi, Dubai – Bringing Dubai's rich tailoring heritage to life, Al Fahidi blends tradition with modern street culture. Paying tribute to the UAE's Year of Community , the collection reflects a commitment to preserving cultural heritage, strengthening intergenerational bonds, and fostering inclusive spaces for collaboration. Bringing Dubai's rich tailoring heritage to life, Al Fahidi blends tradition with modern street culture. Paying tribute to the UAE's , the collection reflects a commitment to preserving cultural heritage, strengthening intergenerational bonds, and fostering inclusive spaces for collaboration. Diriyah, Riyadh – A symbol of Saudi Arabia's dedication to preserving traditional artistry, Diriyah serves as the heart of local craftsmanship. Paying tribute to Saudi Arabia's Year of Handicrafts , the collection celebrates artisans and handmade traditions aligned with Vision 2030's cultural preservation goals. A symbol of Saudi Arabia's dedication to preserving traditional artistry, Diriyah serves as the heart of local craftsmanship. Paying tribute to Saudi Arabia's , the collection celebrates artisans and handmade traditions aligned with Vision 2030's cultural preservation goals. El-Khayamiya, Cairo – Tucked within Cairo's oldest quarters, El-Khayamiya embodies generations of handmade mastery and cultural expression. This collection pays tribute to Cairo's enduring tradition of turning fabric into art. Iconic neighbourhoods behind the adidas Originals laces Each lace design in The Loomhood Collection has been carefully crafted to honour three iconic neighborhoods celebrated across the region. Dr. Reem Tariq El Mutwalli, founder of The Zay Initiative – an organisation dedicated to preserving Arab cultural heritage – played a key role in validating the cultural integrity of each lace designs. UAE – Talli Lace: Inspired by Talli , a traditional craft where cotton or silk threads are woven with metallic ones, this lace reflects both the past and present – Created in partnership with Dream Girl Tailors , a family-run tailoring shop in Al Fahidi for more than 40 years, their craftsmanship was instrumental in bringing this timeless artistry to life. Inspired by , a traditional craft where cotton or silk threads are woven with metallic ones, this lace reflects both the past and present – Created in partnership with , a family-run tailoring shop in Al Fahidi for more than 40 years, their craftsmanship was instrumental in bringing this timeless artistry to life. Saudi Arabia – Sadu Lace: Inspired by Sadu , a weaving tradition known for its geometric motifs and earthy tones, this lace embodies Saudi heritage – honouring Rashidah , a master artisan with more than 30 years of experience in Sadu weaving and embroidery. Inspired by , a weaving tradition known for its geometric motifs and earthy tones, this lace embodies Saudi heritage – honouring , a master artisan with more than 30 years of experience in Sadu weaving and embroidery. Egypt – Khayamiya Lace: Inspired by the vibrant colours and swirling patterns of Khayamiya, a centuries-old appliqué technique from Cairo's historic souks, this lace honours Mohsen Shaaban, a Khayamiya artist who has preserved and practiced this centuries-old Cairo tradition for more than 55 years. CREDITS: Client: adidas Originals Creative agency: AKQA Cultural affiliations: The Zay Initiative, Dream Girl Tailors, Rashidah, Mohsen Shaaban PR and communications: Red Havas
