Arwa Al-Banawi’s collab with adidas was a big “first” for the Arab fashion world; an iconic adidas shoe, reimagined by a Saudi designer for a global release. Sweetwater was tasked to launch the drop, celebrating the historic importance of Saudi talent having a global audience.
Thanks to restrictions, a live sneaker hype drop wasn’t an option. Since it wasn’t possible to bring the world to Saudi in person, it was done virtually, going live from legendary AlUla – an iconic Saudi site to celebrate a local legend becoming a global icon.
Sweetwater housed the l
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