adidas continues to show its intent is global, which helps to offset pressures in all regions. A localized strategy allows for activations focused on a particular location giving the Three Stripes an opportunity to show fans of the brand they are invested in supporting fitness in each region. It’s a smart concept as diversified approach allows for a greater connection vs a generic catch-all campaign. The launch of the Desert Runner AdiZero delivers on a regionalized strategy for the UAE, home to Dubai, allowing for the segue between lifestyle and fitness.
The artwork also captures a collaborative effort for the U.S. and UAE with American artist David Popa bringing to life the Desert Runner through, “the expansive 100-meter-wide anamorphic art piece in Sharjah’s Al Madam area pays homage to the boundless potential of the desert and the spirit of the modern runner.” Clicking through on the project available on the adidas website presents images of athletes training in performance running gear as well as an athletic inspired hijab.
It’s a thoughtful, beautifully presented artwork with a considerate campaign showing how adidas is navigating a complex social strategy in a shifting sports and business atmosphere heavily shaped by political pressures. Use the link to check out more pictures from this campaign and to follow the launch of the Desert AdiZero.