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, which is part of the Fashion Commission’s talent incubator: the Saudi 100 Brands programme, highlights our long-term brand commitment to nurture and further develop young creatives in the Kingdom.”
Adidas brand purpose and brand positioning
“Adidas’ brand purpose is to change lives through the power of sport, and we want to ensure equity in sports on and off the field. We have recently embarked key milestones in Saudi Arabia with our new store openings in both Riyadh and Jeddah, as well as a recent Saudi focused collection entitled “Bloom Sky”, ensuring adidas is creating a space for localisation for our Saudi consumers,” Fares said, also alluding to the opening of the first-ever adidas women’s store in the Kingdom.
“This is a key milestone in our commitment to create inclusive spaces that cater to both fashion-forward individuals and sports enthusiasts in the Kingdom. We are creating a community hub where women feel empowered and inspired to engage with sports and fashion,” Fares added.
The SS25 Sportswear Collection revealed at the event emphasised versatility with unisex pieces, inspired by cultural garments such as abayas and headscarves. It also incorporated modern elements while maintaining the essence of traditional designs, offering a range of stylish options from comfortable loungewear to performance attire.
“By co-creating a unisex collection that meets the needs of both, we are acknowledging the diversity of our consumers, emphasising on individual expression and cultural identity,” Fares said.
Contributing to creative marketing and talent development
The merge of sports and culture has been a pivotal driver to the evolution of creative marketing in Saudi Arabia. Adidas has not only tried to play a leading role in this shift, but also create deeper cultural connections with its consumers in the Kingdom.
When asked about how Adidas is achieving this, Fares explained, “Adidas is sponsoring key events such as the eSports World Cup (EWC) and growing our football partnership portfolio with SAFF, AlNassr and Al Ahli Saudi. In addition, through partnerships with local designers, we have integrated sportswear with Saudi heritage and fashion, highlighting the importance between lifestyle, sports and culture.”
In September 2024, Adidas also signed a Memorandum of Understanding with the Fashion Commission – one of the 11 sector specific commissions under the Ministry of Culture in Saudi Arabia.
“This partnership highlighted adidas’ long-term dedication to nurturing young creatives, with the Fashion Commission playing a critical role, and its talent incubator the Saudi 100 Brands programme, shaping this collaborative vision. Together, we will focus on talent growth, research and development – which includes the upcoming ‘State of Fashion Sector in Saudi Arabia 2024‘ report – and brand partnerships that drives the blend between sports and fashion, creating a global impact within the Saudi fashion ecosystem.,” Fares added.
Localisation, personalisation and influencer marketing
Adidas has partnered with iconic football clubs such as Cristiano Ronaldo’s AlNassr; Al Ahli Saudi – which features Roberto Firmino, Riyad Mahrez, and Ivan Toney; as well as the Saudi Arabian Football Federation (SAFF).
The brand has also signed some of the Kingdom’s top athletes including Farah Jefry, Yara Al Hogbani, Saud Abdulhamid, Abdulrahman Ghareeb, embedding itself deeply into the Kingdom’s sports culture.
“Localisation and personalisation have been at the heart of adidas’ strategy in Saudi Arabia. However, this goes beyond sports, branching into fashion and e-gaming. Initiatives such as the Roblox partnership with AlNassr and the eSports World Cup demonstrate a forward-thinking approach, combining digital innovation with sports and culture. In addition, we have championed local fashion talent, partnering with Kaf by Kaf and Raghad Al Ahmad, to blend global sportswear with Saudi heritage,” Fares explained.
Sharing a word of advice on influencer marketing and celebrity partnerships, he said, “The key takeaway for marketers looking to build a brand in Saudi Arabia is to focus on genuine localisation and cultural relevance.”
“Partnering with figures who resonate with the local audience, whether from football or fashion, adds layers of trust and authenticity, fostering lasting relationships and brand loyalty in the market,” Fares concluded.
