adidas has never been one to miss a beat when it comes to regional resonance. Whether it’s setting up shop in an old souk or dropping sneakers in collaboration with regional talents, the Three Stripes knows how to land where it matters—culturally, visually, emotionally. Remember the Ravi’s collaboration? A mint-green ode to Dubai’s most beloved Pakistani diner, where the laces came dipped in nostalgia. Or the soft, surreal strokes of Saudi artist Raghad Al Ahmed, whose work with adidas blurred the lines between wearable form and modern Arabesque—call it streetwear with soul.
The brand’s latest move trades archive for intimacy with “Loomhood,” a Dubai‑born capsule featuring reworked Sambas and Spezial silhouettes. These cult‑favourite kicks are re‑laced by the seasoned fingers of Dream Girl Tailors—a women‑run atelier tucked between spice shops and sari stalls in Al Fahidi, where Emirati and South Asian clients alike stroll in clutching bolts of silk, chiffon or khadi and leave with bespoke pieces measured down to the last millimetre over a cup of karak.
The drop landed exactly where it belongs—inside that humming storefront, walls lined with colourful fabrics and Singer machines clicking away—turning a routine trip to the tailor into a luxe style moment. It almost feels like celebrating the region through muscle memory, texture, thread.
Whether it’s The Seam in London giving your go‑to hoodie a fresh lease on life or Dubai’s Dream Girl Tailors hand‑lacing Sambas, the brand is weaving repair and local craft into its DNA. It’s a playbook built on “keep it, don’t dump it” and “celebrate the maker.”
adidas has always had its finger on the pulse, but lately it’s also had it on the stitch. It’s place, people, and presence—all laced up and ready to walk.
