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’.
With a particular focus in the region, adidas MENA has partnered with a number of influential Arab creatives to shine a light on the brand’s signature designs – the Superstar, the Gazelle and the Samba. One such individual adidas has collaborated with is a groundbreaking woman of firsts from Saudi Arabia.
Enter Noura Bin Saidan (NBS), Saudi Arabia’s first female Mural Artist.
Passionate about art from a young age, Noura grew to discover just how important this realm was in society and telling stories.
But why mural art? “I want my art to be not limited only to exhibitions, but I want everyone to enjoy it and contribute to the beautification and development of the area,” she tells GRAZIA.
It was also an opportunity to share the story of her Saudi Arabian heritage with the world.
“I loved our distinguished heritage, and this is my role as an artist to reflect our culture in a beautiful artistic and visual image that contributes to spreading the culture in the best way,” she explains.
And now, partnering with adidas, she has been able to platform her art to an even wider audience. “Adidas has helped me a lot in my artistic journeys,” Noura says. “It is comfortable and practical, and most importantly, it is a distinctive brand and a brand that suits my personality.”
Noura sat down with GRAZIA to share more about her journey in the art world, how she’s helping to challenge art stereotypes and her first partnership with adidas MENA.
GRAZIA: Can you share with us your journey and what inspired you to become Saudi Arabia’s first mural artist?
NBS: My journey began at school, where I enjoyed drawing class. I began my journey with murals after I believed that art had an important role, especially after my master’s thesis, which talked about the role of the arts in beautifying roads and tunnels, and I discovered the roles that art provides to society and the place. I want my art to be not limited only to exhibitions, but I want everyone to enjoy it and contribute to the beautification and development of the area.
GRAZIA: How does your cultural background and upbringing in Saudi Arabia influence your art and mural creations?
NBS: The Kingdom of Saudi Arabia is rich and diverse and unique cultures, and this is what distinguishes the artist. I loved our distinguished heritage, and this is my role as an artist to reflect our culture in a beautiful artistic and visual image that contributes to spreading the culture in the best way.
GRAZIA: What does it mean to you to be a pioneer in mural art in Saudi Arabia, breaking barriers and inspiring others?
NBS: It’s a great responsibility and something I’m proud of being able to represent my country in. This is what drives me to provide the best work possible.
GRAZIA: Adidas has chosen you as one of the faces of their global campaign. How does it feel to represent Saudi Arabian culture on such a prominent international platform?
NBS: I am very happy to be one of the faces chosen by adidas and to reach the world with my culture and creativity. This collaboration increases my responsibility, development and distinction. Thank you, adidas.
GRAZIA: Can you tell us about your experience working with adidas and how their brand values align with your own as an artist?
NBS: As an artist, I care that my clothes and shoes are comfortable because I spend long and difficult hours outside. Adidas has helped me a lot in my artistic journeys. It is comfortable and practical, and most importantly, it is a distinctive brand and a brand that suits my personality.
GRAZIA: Could you describe a particularly meaningful or impactful mural that you’ve created, and what message or theme it conveys?
NBS: Back in 2017 the decision to allow women to legally drive had occurred, I painted a mural that talks about this important event in the Kingdom. I also like to draw Saudi women very much. My most confident style is realism.
GRAZIA: How do you use your art to challenge stereotypes or misconceptions about Saudi Arabia and its culture?
NBS: As an artist, I have a major role in conveying Saudi culture in its best forms. The Kingdom is constantly developing in all its fields
GRAZIA: What advice do you have for aspiring mural artists, especially those looking to break new ground in their respective cultural or societal contexts?
NBS: My advice is to believe in their abilities and make sure they further develop on their skills and not to give up. The most important thing is to keep pushing and stay consistent and pace yourself with their development and journey.
