adidas
The Bloom Sky Collection
A Kingdom in bloom, a generation in motion.
Insight: Saudi Arabia stands at the crossroads of change, growth, and boundless potential.
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This is Saudi Arabia’s time to bloom. Youth across the Kingdom are stepping into a new era, one where their vibrant energy and ambitions align with the country's blossoming transformation.
adidas sought to capture this zeitgeist, and express a carefree sense of play and pride while purposefully breaking free from clichéd showcase of culture. To celebrate the next generation moving forward together, like shooting stars across the night sky.
Idea: Celebrate Saudi magical realism, through the rhythm of poetry and dance.
Inspired by Saudi desert blooms, shooting stars, and a verse by Prince Khaled Al-Faisal, adidas worked with Jeddah-born artist Raghad Al-Ahmad and AKQA to bring the Bloom Sky Collection to life. Through artistic spoken word woven into a genre-defying music-film and contemporary lifestyle photography, this one-of-a-kind collection of street-style, modest loungewear and patterned abayas embodies a sense of freedom, movement, and a new era of self-expression in Saudi Arabia.
“Through these efforts which celebrate Saudi culture, adidas has not only strengthened its market position but also fostered a deeper connection with Saudi consumers, setting a benchmark for how other global brands can successfully integrate into the local market.”
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2024 State of Fashion Report, Saudi Fashion Commission
Credits
Agency
AKQA
Location
Dubai
Creative Direction
Taraka 'TK' Tennakoon
Collaborators
Simon Reid - Executive Creative Director, Marrwan Elhussein - Senior Art Director, Aljawharah Almalki - Copywriter, Vylan Dalmaida & Theresa 'Tessa' Antonio - Strategy, Amit Hasija - Production, Mohammad Shanableh - Account Management
Results & Impact
The Bloom Sky Collection quickly resonated with audiences, becoming the fastest-selling collection on Namshi - the region's biggest online fashion store.
By blending cultural heritage with contemporary design, the Bloom Sky Collection marked adidas’ most impactful campaign in the region to date. In capturing the imagination of Saudi youth, adidas solidified its position as a brand that not only reflects their identity, but empowers them to express it boldly.