adidas Originals honours culture and craftsmanship with The Loomhood Collection

adidas Originals, which won several awards for its Ravi X campaign, has partnered with local artisans from three cities – Dubai, Riyadh and Cairo – to introduce its limited-edition The Loomhood Collection through an experiential and digital campaign.

Launching on April 21st across Dubai and Riyadh, and on April 24th in Cairo, The Loomhood Collection reimagines two of the brand’s most beloved silhouettes – the Samba OG and Handball Spezial – blending craftsmanship with cultural heritage.

Highlighting the artisans that have shaped communities through their craft, AKQA shot The Loomhood Collection campaign in Dubai, Riyadh and Cairo, blending heritage with modern streetwear while drawing inspiration from key cultural hubs across the region.

Each pair of sneakers showcases the neighbourhood’s name and the precise coordinates of the artisans, creating a direct connection between the wearer and the craftsmanship behind the design.

Complementing adidas Originals’ signature silhouettes, the sneakers also feature custom-designed laces inspired by traditional fabric patterns as an homage to local artistry and heritage.

AKQA and Red Havas supported adidas Originals on the campaign video and media outreach, respectively.

adidas

Bringing The Loomhood Collection to life

To celebrate the launch, adidas Originals is hosting an exclusive two-day pop-up at Dream Girls Tailor (Al Fahidi branch) in Dubai on April 19th and 20th, offering visitors the chance to explore the shop and purchase the limited-edition sneakers.

Following the pop-up, in-store activations will take place at adidas Originals in Dubai Mall and Riyadh Park Mall from April 21st to April 30th and a limited number of pairs will be available at Maison 69 in Cairo from April 24th till April 30th.

Customers who purchase a Samba OG or Handball Spezial will receive a complimentary “Loomhood” customisation on their sneakers, along with limited-edition laces inspired by each country.

Storytelling local neighbourhood craftsmanship

Al Fahidi, Dubai – Bringing Dubai’s rich tailoring heritage to life, Al Fahidi blends tradition with modern street culture. Paying tribute to the UAE’s Year of Community, the collection reflects a commitment to preserving cultural heritage, strengthening intergenerational bonds, and fostering inclusive spaces for collaboration.
Diriyah, Riyadh – A symbol of Saudi Arabia’s dedication to preserving traditional artistry, Diriyah serves as the heart of local craftsmanship. Paying tribute to Saudi Arabia’s Year of Handicrafts, the collection celebrates artisans and handmade traditions aligned with Vision 2030’s cultural preservation goals.
El-Khayamiya, Cairo – Tucked within Cairo’s oldest quarters, El-Khayamiya embodies generations of handmade mastery and cultural expression. This collection pays tribute to Cairo’s enduring tradition of turning fabric into art.

Iconic neighbourhoods behind the adidas Originals laces

Each lace design in The Loomhood Collection has been carefully crafted to honour three iconic neighborhoods celebrated across the region.

Dr. Reem Tariq El Mutwalli, founder of The Zay Initiative – an organisation dedicated to preserving Arab cultural heritage – played a key role in validating the cultural integrity of each lace designs.

UAE – Talli Lace: Inspired by Talli, a traditional craft where cotton or silk threads are woven with metallic ones, this lace reflects both the past and present – Created in partnership with Dream Girl Tailors, a family-run tailoring shop in Al Fahidi for more than 40 years, their craftsmanship was instrumental in bringing this timeless artistry to life.
Saudi Arabia – Sadu Lace: Inspired by Sadu, a weaving tradition known for its geometric motifs and earthy tones, this lace embodies Saudi heritage – honouring Rashidah, a master artisan with more than 30 years of experience in Sadu weaving and embroidery.
Egypt – Khayamiya Lace: Inspired by the vibrant colours and swirling patterns of Khayamiya, a centuries-old appliqué technique from Cairo’s historic souks, this lace honours Mohsen Shaaban, a Khayamiya artist who has preserved and practiced this centuries-old Cairo tradition for more than 55 years.