For over half a century, the adidas Trefoil emblem has transcended time and trends, gracing the feet of athletes, trendsetters and pioneering individuals alike.
To mark its 50-year legacy and the countless people who have put adidas on the map, the athletic apparel brand has launched a global campaign.
Entitled ‘We Gave the World an Original. You Gave Us a Thousand Back’, adidas MENA has partnered with some of the most influential movers and shakers in the Middle East across the respective domains of music, art, fashion and F&B, all of whom champion three of the brand’s signature designs – the Superstar, the Gazelle and the Samba.
Firstly, the Superstar sneaker takes centre stage, narrating the journey of Emirati Influencers Twins Hadban and their pioneering role in empowering content creators from the region. Just as Superstars evolved from basketball to be embraced by Hip Hop, the classic leather Superstar disrupted conventions as it transitioned from the court to the cultural landscape, solidifying its status as an icon.
Meanwhile, the iconic Gazelle sneaker pays tribute to two remarkable women in the creative realm: Noura Bin Saidan, Saudi Arabia’s first female Mural Artist, and actress Andria Tayeh. These visionaries, true cultural pioneers, elevated the Gazelle from its athletic origins to an emblematic sneaker in the realms of art and fashion, gracing podiums and skate parks worldwide.
Saudi filmmaker Ali Al Kalthami unravels the narrative behind the Samba sneaker, recounting his journey in the film industry. Initially famed in soccer, the Samba’s modest profile and distinctive gum sole have transcended their athletic origins to subvert trends globally.
adidas also tapped a whole host of other talented individuals who have helped tell the story of the Trefoil including: Amal Bin Haider, Asma ElBadawi, Junaynah, Waqar Abdelhameed, Misbah Chowdhury, Tarek Roumie, Sarah Al Hashmi, Khayal, Faithguy, Mohammed Bajbaa, Cascou and Okasha.
The entire campaign was captured by Chndy, Cheb Moha and Kais, serving as a celebration of not only the talents of these individuals, but of the three hero sneakers, both emulating timeless stories and timeless designs made for tomorrow.
