adidas x Ravi: A Hyperlocal Collaboration with Global Impact
An unexpected hyperlocal sneaker drop that merged global brand power with grassroots cultural relevance. The adidas Ravi Superstar collaboration redefined the sneaker game in Dubai, celebrating an authentic piece of local heritage while earning global recognition.
challenge
To develop and launch the adidas Ravi Superstar collaboration with an omnichannel campaign that would create cultural buzz, resonate deeply with the local community, and stand out in a market saturated with celebrity-driven or luxury-focused collaborations.
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approach
The strategy was to flip the traditional narrative of high-profile collabs by celebrating a true local icon: Ravi Restaurant, a beloved Pakistani eatery deeply rooted in Dubai’s cultural fabric. Unlike Michelin-starred venues, Ravi represents authentic, everyday stories cherished by residents. This collaboration aimed to pay homage to that authenticity, creating a product and campaign that genuinely belonged to the people of Dubai.
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Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
execution
The campaign launched with a carefully orchestrated omnichannel rollout designed to surprise and engage. From teaser content to influencer seeding, PR activations, exclusive media features, and a limited-edition drop, every touchpoint amplified the cultural significance of the partnership. The shoe design blended the classic adidas Superstar silhouette with Ravi’s signature colors and details, turning the sneaker into a wearable tribute to the restaurant’s legacy. Storytelling focused on community, nostalgia, and pride — elevating Ravi from local favorite to global conversation.
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
results
The campaign sparked immediate and widespread attention. It was covered by global and regional media including GQ, CNN, Gulf News, Khaleej Times, and Esquire, which named it the “Sneaker Drop of the Year.” The founder of Ravi called it “the proudest moment of my life.” Critically, the campaign earned extensive industry recognition:
Multiple Cannes Lions awards
Clio Awards
The One Show honors
4 Grand Prix wins at Dubai Lynx
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Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
Additional accolades worldwide
Beyond the trophies, the campaign demonstrated how hyperlocal storytelling can create global cultural impact, setting a new standard for brand collaborations in the region.
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
takeaways
By rooting the campaign in true local authenticity, adidas was able to connect with consumers on a much deeper level than conventional influencer or celebrity-led drops. The success proved that commerce and culture can converge in unexpected ways — and that sometimes, the most powerful collaborations are the ones hiding in plain sight.
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Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
