JD Sports fashion and adidas’ partnered for a nostalgic campaign driven by culture-first storytelling and a clear goal to connect with the region’s youth through an authentic lens. This campaign brought the story closer to home with creative agency Spot MENA and In Your Dreams.
“Our insights highlighted the strong performance of localised campaigns in the region, consistently showing deeper consumer engagement and stronger results. This reinforced the importance of crafting a narrative rooted in local culture – something that feels familiar, authentic, and relevant to our audience,” said Eugene Karasev, adidas Senior Brand Director, EMC.
As a result of this approach Mehak Nanda,
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