• The ‘adilicious’ global platform gave MENA the possibility to collaborate with a local restaurant.

• Dubai has some of the most glamorous sneaker drops on earth, AND some of the glitziest restaurants. We happily ignored those in favor of authentic Ravi Restaurant - a statement in a city that’s often stereotyped as being only about glamour.

• Ravi Restaurant is an iconic local legend founded in 1978. Despite its cult status, Ravi refused to gentrify and price out local Satwa residents or change core recipes, making it a beloved community hub.

• Pakistani food is popular in UAE, representing a huge expat population, yet had not had a global brand-level spotlight or collaboration. We felt that needed to change, making a statement through the choice of a restaurant that opened itself to all walks of life, while never losing site of its own community, values and culinary style.

adidas Superstar Ravi – a collab nobody saw coming. Streetwear meets streetfood in a hyperlocal hypedrop celebrating an iconic Pakistani restaurant through a reimagination of the classic Superstar sneaker. To launch in a way that defied conventions and Dubai’s glamorous stereotypes, we broke all the rules of a Dubai hype drop. The sneakers themselves were designed between the family & global adidas design teams. We launched in an older, congested part of town far from where influencers live. We gave very few away, leaving some of the region’s biggest VIPs begging for a pair, while local Satwa residents + local micro-creators got first dibs. We prioritized the founding family + their story over anything else. We heroed the staff, not models. And that community-first approach is how we won the hearts of those who know there’s more to Dubai than the glitzy headlines.

We knew that the adidas Originals fan values authenticity and substance. While living in a city known for glamorous drops, hype, and luxury, there’s a real local culture that represents the melting pot that defines a country with incredible diversity. We wanted to disrupt the glam Dubai cliches to speak to this audience.

For Ravi fans, we knew that they loved the restaurant for never changing, and thus were extremely careful to show respect in how we branded, partnered with, and designed the toolkit, product, etc. All elements were created to blend in authentically, bringing the brands closer by putting paying tribute first, and branding second. Despite giving quality upgrades to the classic Superstar, we kept pricing accessible, knowing that a decent entry point reflected Ravi’s inclusive values.

Most importantly, we knew that bringing together community meant doing it authentically, in a way that was disruptive and surprising, yet respectful.

An enticingly authentic mix of hyperlocal moments, local art collabs, social content, and a thoughtful blend of touchpoints, amplified by co-creators to reach Dubai residents, South Asian communities, and those who love food, sneakers, or both. A culturally representative inter-agency + brand team created a full design toolkit and campaign in line with the values of both Ravi and adidas Originals, enabling us to create: product, packaging, campaign, content, event, in-store / retail, restaurant branding, toolkit, seeding kits, collateral, accessory designs – even a stunt where a branded e-Rickshaw popped up serving free karak and chai, not to mention the fact that our launch event turned the restaurant into a hype retail spot, far from Dubai’s glitzy malls. Campaign easter eggs featured Arabic and Urdu-language idioms and sayings with insider references poignant to locals + South Asian expats. Dubai OG’s loved seeing inclusive Ravi heroed above pricey new spots.

• $6.7 million USD - earned PR value.

• 646 million - PR Reach.

• 32.3 million - social reach.

• 100% sold out in all stores.

• eComm sold out in 2 hours.

• One partner retailer (thegoodlife) sold out in 12 minutes.

• Reseller listings as high as $12,000 USD.

• 20% increase in social following on @adidasdubai

• 4000%+ increase in social following for @ravirestaurantsuae

• Countless local, regional, and global headlines, even making overseas media headlines that reached the hometown of the Ravi founders in Pakistan.

• Benchmark status in activation, hype drops, and retail in the sector.

• Conversations and case studies done on the hyperlocal approach.