adidas Originals
Never Fade
Activating the Nation of the Night
Insight: As night falls, creativity awakens.
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In the Middle East, night is more than just a time of day—it’s a canvas for untold stories, where creativity thrives in the shadows.
We discovered a cultural synergy between the adidas Nite Jogger and the region’s underground communities, whose relentless drive and innovative spirit come to life after dark. We sought to spark a movement for those who create when the world sleeps.
Idea: Make the night the best part of the day.
At its core, the campaign called for the region’s youth to 'NEVER FADE' - a message of empowerment for the restless creators of the Middle East.
This vision championed the region's underground hustlers, inviting them to light their own path and embrace a world of creativity under the cover of darkness.
The campaign featured a custom-crafted bilingual typographic pattern, blending Arabic and English, with a unqiue 'high-vis' art direction to reflect the energy and spirit of the night.
Credits
Agency
IImpact BBDO
Location
Dubai
Creative Direction
Taraka 'TK' Tennakoon
Collaborators
Sumayyah Abu-Hulayel - Copywriter, Kusal Udhara - Design
Results & Impact
Although the campaign didn’t fully materialize as initially envisioned, its influence endured.
Key elements of the original concept, including the bilingual typography and high-contrast visuals, were incorporated into the final global campaign rollout. The ethos of "NEVER FADE" became woven into adidas' storytelling, subtly connecting the brand with the underground creative communities in the Middle East and ensuring the region's vibrant energy remained a part of the global narrative.