adidas: Superstar Ravi

adidas created and promoted its sneaker collection in collaboration with the Pakistani restaurant Ravi's Restaurant in Dubai to celebrate diversity and to increase social channel following and sales.

Campaign details

Brand: adidasAgency: Havas Middle EastRegion: EMEA

Strategy

Objective

The brand set specific quantifiable objectives:

  • Reach: 3M reach across all channels.
  • Product launch: Successfully introduce the new adidas collab and trigger an 80% sale of stock in the first week.
  • Social engagement: +10% increase in @adidasdubai social channel followership.
  • With our brand deeply rooted in diversity, we also wanted to celebrate the diverse and authentic local culture of Dubai. We wanted to create a powerful and genuine connection between adidas and the local culture, driving brand loyalty and engagement.
Target Audience...

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