LSN : News : Adidas partners with Kaf by Kaf to launch collection rooted in Saudi heritage

SXSW 2025: The Continuum of Experience

Josh D’Amaro, The Future of World-Building at Disney, SXSW 2025. Photography by Adam Kissick, US

The Future of World-Building at Disney, SXSW 2025. Photography by Adam Kissick, US

Josh D’Amaro, The Future of World-Building at Disney, SXSW 2025. Photography by Adam Kissick, US

US – At SXSW, the concept of world-building extended far beyond the realms of entertainment and into the future of brand-consumer relationships. From Disney’s immersive storytelling to the evolution of circular fashion, the focus was on how experiences shouldn’t end when the moment does. Instead, the challenge lies in sustaining engagement long after the initial interaction, a concept we first explored in our Before & After Travel microtrend report.

Disney’s approach to world-building is a masterclass in longevity. As Disney Experiences chairman Josh D’Amaro and Disney Entertainment co-chairman Alan Bergman highlighted, the magic doesn’t stop when visitors leave the park. Whether through digital game play that extends theme park visits or droids that learn and evolve before becoming part of the real world, Disney ensures its stories never truly end. This continuity is driven by a seamless blend of imagination, technology and emotional connection, making all worlds feel authentic and alive.

This idea of sustained engagement is also shaping the future of fashion, as explored by Natasha Franck (Eon), Emily Gittins (Archive), Samina Virk (Vestiaire Collective) and Jill Manoff (Glossy). With 40% of Gen Z’s wardrobes now second-hand, resale has moved from the fringes into the mainstream, redefining fashion consumption. More than just a transaction, it extends the lifespan of garments, keeping consumers, brands and products connected. Traditionally, a fashion purchase marks the end of the relationship between buyer and brand. Resale, however, introduces a ‘before’ narrative – echoing the legacy of vintage fashion – by giving garments a history. Now, attention is shifting to the ‘after’ relationship, with innovations like Eon’s digital product passports and digital twins ensuring every item retains its story, even as it changes hands.

Strategic opportunity

Brands must shift from transactional interactions to sustained eco-systems of engagement, ensuring that consumers remain emotionally and functionally connected beyond the initial purchase

Adidas partners with Kaf by Kaf to launch collection rooted in Saudi heritage

Kaf by Kaf and adidas, Saudi Arabia

Middle East – Adidas has launched a Spring/Summer 2025 Sportswear Collection in partnership with Saudi label Kaf by Kaf.

The collection made its debut on 16 October 2024 at Adidas’s first-ever regional runway show in Saudi Arabia and, from February 2025, is available for purchase across selected global Adidas stores.

Designed by Kaf by Kaf founder Kawthar Alhoraish, the collection blends traditional Saudi garments with contemporary sportswear under the theme The Lines that Connect Us. Unisex silhouettes and vibrant patterns take inspiration from traditional garments such as abayas and headscarves, while football tees, classic track tops and cargo trackpants provide a functional, modern edge. Standout items include an elongated cover-up abaya featuring Adidas’s signature three stripes, a lightweight headscarf and a sporty long dress featuring a flat knit V-neck collar and racerback design.

In Game-Changers: The Future of Sports Fandom, we unpack the exciting opportunities for brands in new sporting epicentres such as the Middle East.

Strategic opportunity

To authentically conquer new markets, brands must go beyond surface-level localisation and co-create with local talent to design products that deeply reflect regional heritage and culture

Stat: The White Lotus fuels luxury hospitality boom in Asia

The White Lotus by HBO. Photography by Fabio Lovino, Thailand

Thailand – The White Lotus is redefining luxury hospitality in Asia, with new data from media intelligence firm Carma revealing its significant influence on high-end hotel conversations. The HBO series has become the dominant driver of online discussions about the Four Seasons Koh Samui, where Season 3 was filmed, accounting for 86.2% of social media mentions about the resort.

The phenomenon extends beyond Four Seasons. Since 16 February, 51.9% of all Anantara mentions on Asian social media platforms have been linked to The White Lotus, underlining entertainment’s power to elevate luxury brands. Meanwhile, Blackpink’s Lisa joining the cast has driven 7.47% of all Blackpink-related social conversations in Asia, with overwhelmingly positive sentiment (47.6%).

‘The data demonstrates how entertainment properties can fundamentally shift market positioning and consumer behaviour, with the show’s premiere triggering significant spikes in hotel search activity across key Asian markets, including Hong Kong, Singapore, Malaysia, The Philippines and Indonesia,’ said Divika Jethmal, head of marketing Asia at Carma. ‘For communications leaders, this insight is crucial in understanding how cultural moments can be leveraged to amplify brand visibility and engagement in ways traditional advertising cannot achieve.’

For more insights on the impact of television on travel, read our Pop Culture Pilgrimages report.

Strategic opportunity

Luxury brands – including hotels, fashion and food and beverage specialists – should proactively seek collaborations with major entertainment franchises to create premium experiences that immerse clients in their favourite show’s universe