Adidas has revealed a bevy of influencer collaborations and activations championing female empowerment in Saudi Arabia in line with the opening of its first women’s-only store in Riyadh Park in the Kingdom.
Taking a step to further demonstrate the brand’s commitment to female empowerment in a region experiencing a shift towards greater inclusivity and opportunities for women, adidas campaigned with a number of inspirational Saudi women at its store to mark its launch.
This included Saudi nationals who have made a mark in the fashion and beauty industries, including TikTok influencer Eleen Suliman.
@eleen_su سعيدة بتعاوني للإعلان مع اديداس 🤍تقدرون تزورون المحل في الرياض بارك @Adidas Arabia ♬ original sound – الين سليمان
Officially opening its doors on Sept. 15th during the KSA National Day celebrations, the first-ever adidas women’s store to open in Saudi Arabia aimed to not only support female empowerment, but also Saudi nationalism and pride.
To bring together this national pride and female empowerment, adidas collaborated with several sports personalities, including Saudi professional footballers Zara Al-Saif and Mariam Benkirane, as well as Yara Alhogbani, the top ranked Saudi female tennis player.
@zaraxmars ايش احلى اوتفت عجبكم؟ 👀 #adidas #adidasfootball #footballer #riyadh @Adidas Arabia ♬ original sound – billsoutsold
Adidas also held a number of activations at the store aimed at women, including an embroidery station that offered customers complimentary embroidery with every purchase between 2pm and 10 pm on the 27th and the 28th of September.
The brand also revealed its first-ever dedicated Saudi collection called Bloom Sky Collection, which is a unisex sportswear collection created in collaboration with Saudi female artist Raghad Al Ahmad.
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The sportwear apparel aims to reflect the individuality and cultural identity of local athletes through its modest wear selections that include abayas and hijabs.
