Dubai – The sportswear giant has unveiled a special-edition sneaker that honours popular Dubai restaurant Ravi Restaurant. Available exclusively in the UAE, the sneaker arrives as part of a collaborative effort with Chaudary Abdul Hameed, founder of the Pakistani eatery, along with his three sons. Features include Ravi’s iconic shade of green, along with the restaurant’s menu printed on the tongue of the shoe.
Through this project, the restaurant is set to achieve international recognition, while Adidas will gain popularity in the UAE region. ‘Recently I’ve started to encourage them to take on a more hands-on role in the business. I’m trying to inspire them to take the brand forward internationally,’ explains Chaudary in relation to his sons. ‘I tell them that we’ve secured such a good partnership, and they should leverage this to help us grow to new heights.’
Here, the two companies demonstrate the ongoing evolution of Food’s Fashion Strategy, this time applying it at a hyper-local level.
Brands and retailers should lean in to opportunities to work with local businesses and individual creatives, ensuring that collaborations truly reflect particular areas or communities