adidas
Lightbound
When light becomes the storyteller
Insight: Identity is clearest in the in-between.
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Saudi Gen Z is awakening. Under the soft pull of moonlight, a generation is exploring creativity, identity, and self-expression between a world that’s fading and before tomorrow begins.
They’re not waiting to be defined. They’re writing their own chapters, in their own light.
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Adidas collaborated with KAF BY KAF - one of the Kingdom's biggest up-and-coming fashion designers - to create a collection that celebrates this spirit, and with AKQA to name it, as well as craft its launch campaign.
Idea: When identity shines bright, we find each other.
The collection fuses Adidas sportswear codes with Saudi architectural motifs, curated by Kawthar Alhoraish of KAF BY KAF, known for her work in geometric form, vibrant palettes and modern takes on tradition and heritage.
Adidas worked closely with AKQA to tell a story of not just of sportswear, but of stylistic evolution. Shot through the raw intimacy of the night, Lightbound reimagines the collection as a runway of individuality, where lunar beams guide individuals on journeys of self-discovery and style, towards collective pride.
Naming: Woven with dreams, pulled by ambition.
AKQA was tasked with naming the collection on behalf of the Adidas for designer. Inspired by the Arabic phrase "Noorona Wahid" - meaning "Bound by Light", I crafted the name Lightbound, to reflect an unbreakable connection to identity, dreams and tradition. To act as beacon for others.
It evokes the visual metaphor of moonlight falling across urban alleys and desert walls, guiding each subject like a calling.
Photography: Shot like a memory, lived like freedom.
The visual direction of Lightbound is raw and evocative. Candid, high-flash portraiture where shot in dusk-hewn alleys and open rooftops by well-known fashion photographer Mox Santos to create the effect of visual shards of light, tracing across figures and stones.
Editorial polish gives way to unfiltered energy. Models glance laughingly toward unseen friends as gestures freeze in frame mid-movement, creating a sense of intimacy, shared context, and the notion of community... even when seen in solitude.
Wardrobe styling merged internet-native aesthetics & alt-pop silhouettes with local streetwear & Saudi culture.
Social Impact: From a single drop, came a ripple.
The campaign’s social content reached 3.2M+ impressions across Instagram, TikTok and retail.
Campaign posts across @adidasmena and @kafbykaf reached a combined 215K+ direct engagements, with reels, behind-the-scenes edits and remix content driving waves of Gen Z interaction.
Style breakdowns, fit recaps, and night shoots inspired UGC throughout Saudi Arabia and the Gulf.
Press: Regional media called it a new-age cultural language.
The campaign recieved press pickups in over 20 regional & global publications. Vogue Arabia praised the collaboration for “weaving geometry and spirit into sportswear,” while Esquire Middle East deemed Lightbound "aptly named" and Harper’s Bazaar Arabia highlighted the collection as “a future-forward interpretation of Saudi design that respects history and reframes modern identity".
“Lightbound” is more than just sportswear; it’s a bold celebration of self-discovery, authenticity, and the lines that connect us - both metaphorically and stylistically. ​
Credits
Agency
AKQA
Studio
Dubai
Creative Direction
Taraka 'TK' Tennakoon
Collaborators
Joshua Lim & Simon Reid - Creative, Mox Santos - Photographer, Viztoni 'Vizzo' Chin - Social Content, Theresa 'Tessa' Antonio & Vylan Dalmaida - Strategy, Tayyab Qureshi & Amit Hasija - Production, Nadine Raydan & Mohammed Diaa - Account Management
Results & Impact
A thread woven into the fabric of youth culture.
In a market hungry for resonance over reach, AKQA's vision for Lightbound delivered both.
The campaign was featured in 20+ regional & global publications, including Vogue Arabia, Harper’s Bazaar Arabia & Esquire Middle East.
With over 3.2M impressions, an estimated earned media value of $160,000, and real engagement from the youth it celebrated, Adidas Arabia gained measurable cultural capital.
Most importantly, Saudi Gen Z saw themselves unfiltered, radiant, and moving forward in their own light.
3.2M+
total impressions across Instagram, TikTok, and earned media channels
215K+
direct engagements likes, shares, comments, saves) on @adidasmena and @kafbykaf combined
$160,000
Estimated Earned Media
91%
Postive Sentiment