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adidas Originals is paying homage to Dubai. The iconic sportwear giant is known for its innovative collaborations, and always lies at the cutting-edge of culturally-significant phenomena.
This time, the brand is partnering with Goodbye Old Jumeirah, an online community dedicated to documenting the beauty of one the city’s most historic neighbourhoods. On Instagram, the growing account sports over 6000 followers, and shares their intent on “archiving traditional, abandoned, and demolished houses in Jumeirah.”
As part of the collab, adidas will be reimagining its popular Samba, Gazelle, and Handball Spezial sneakers with a limited-edition ‘Jumeirah’ customization, along with a photography exhibition showcasing some of Goodbye Old Jumeirah’s most meaningful images. In a statement, the brand revealed the photography series aims to highlight “the area’s rich history and cultural significance.”
The partnership forms part of adidas’ 1000 Back campaign, an exploration into the brand’s cultural heritage, and the diversity of communities who wear its designs.
This is not the first time adidas has shown appreciation for local communities. In 2022, the athletic fashion label collaborated with Pakistani restaurant, Ravi, as part of a collective project with 11 small restaurants in 11 cities across the globe.
The exclusive exhibition will run from 23 April to 1 May 2024 at the adidas Originals Flagship store in the Dubai Mall. Footwear enthusiasts in the region will be able to get their hands on a customised pair of sneakers when purchasing a Samba, Gazelle or Handball Spezial at the exhibit.
