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posted on Oct. 29, 2024 at 9:00 amOct 29, 2024

Adidas reveals brand purpose, contribution to creative marketing in Saudi Arabia

posted on Oct. 29, 2024 at 9:00 amOct 29, 2024

Following the brands' first regional runway show in Riyadh, Adidas' Bilal Fares discusses the brands' purpose, contribution to equity and diversity, creative marketing, talent development, and focus on localisation.

Earlier this month, Campaign Middle East attended Adidas’ first regional runway show held at the Financial Plaza within the King Abdullah Financial District (KAFD) business hub in Riyadh, Saudi Arabia.

The event aimed to elevate the Adidas brand in the Kingdom, showcase a collective commitment to empowering Saudi creative talent, and further enhance the adoption of sportswear attire through a co-branded sportswear collection.

Speaking to Campaign Middle East on the sidelines of the event, Bilal Fares, SVP and General Manager, adidas EMC, explained how the event fed into Adidas’ long-term brand positioning in the Kingdom saying, “Our partnership with Saudi fashion label, Kaf by Kaf

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the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.