Adidas goes local with Goodbye Old Jumeirah collaboration

Adidas goes local with Goodbye Old Jumeirah collaboration

Adidas has gone local again with a cool collaboration with a Dubai-based community.

Following up on its award-winning campaign called Ravi X, it has now partnered with Goodbye Old Jumeirah.

Talking about the new collaboration, a spokesman for Adidas told Campaign Middle East: “We wanted to further extend the campaign’s local relevancy and credibility  by creating a bespoke content piece, in collaboration with Goodbye Old Jumeirah- an online community archiving traditional, abandoned, and demolished houses in the Jumeirah area.”

Weaving the Samba, Gazelle, and HB Spezial into the fabric of Dubai’s iconic Jumeirah neighbourhood, a new photography series pays homage to the area’s rich history and cultural significance within the city of Dubai.

Unlike the Ravi Campaign, Adidas is not launching a brand-new sneaker silhouette or colourway, but rather, is “allowing a cool customisation opportunity to elevate existing silhouettes we already have through localisation opportunities.”

Goodbye Old Jumeirah creates a strong sense of nostalgia, offering a community space for those who have grown up in the city and seen its evolution. Adidas said it wanted its sneaker silhouettes to spark that same sense of nostalgia by paying homage to a neighbourhood that is iconic within the City of Dubai.

Maryam Saqer Almarri  is the photographer behind