Adidas launched a regionally exclusive running shoe collection with a unique art piece in the UAE desert. A 100-meter-wide anamorphic art piece on sand dunes by acclaimed artist David Popa brought the new Adizero desert runner collection to life. Even the campaign looks like fake, the 3D-billboard is not a CGI campaign.
Adidas Middle East is well-known for creative out-of-home campaigns. In 2021 the brand developed the first liquid billboard – a transparent pool on the beach in Dubai – to promote its first burqini for the Tokyo Olympics. In time for the FIFA Worldcup in Qatar Adidas hired Zinedine Zidane to turn The Dubai Frame skyscraper into the world’s largest goal. The latest campaign includes an anamorphic art piece in the desert.
The Middle East subsidiary of the German sporting goods company launched its Adizero Desert Runner collection, a tribute to the very essence of the region: the desert. To celebrate the launch of this exclusive running shoe the brand unveiled its first-ever anamorphic art piece in the UAE. Created by globally renowned American artist David Popa, the expansive 100-meter-wide anamorphic art piece in Sharjah’s Al Madam area is supposed to pay homage to the desert and the spirit of the modern runner.
To showcase the new limited-edition sneaker collection, adidas collaborated with renowned earth artist, David Popa, known for his large-scale, site-specific creations. Popa transforms natural landscapes with earth murals that seamlessly blend artistry with the surroundings.
For this activation, Popa conceptualized a 100-meter-wide anamorphic art piece in Sharjah’s Al Madam area, one of the UAE’s most iconic desert landscapes.
Constructed by a team of three artists and technicians over nine days, the structure is supposed to reflect the charm and versatility of the Adizero Desert Runner shoe. Crafted from eco-friendly and recyclable materials, the artwork captures the raw essence of the desert while symbolizing the shoe’s connection to the land and its active pursuit of runners.
All three Out-of-Home campaigns turn global product launches in local relevant by setting What all three campaigns have in common is that they localize global product launches, with regionally relevant athletes, locations that the Middle East target group can identify with, and Instagramable experiences that can be experienced for just a few days. Out-of-Home in its most creative form.