Adidas introduced a regionally exclusive running shoe collection in the UAE: the Adizero Desert Runner collection. For the launch, artist David Popa created a 100-meter-wide anamorphic artwork on the sand dunes. Although the campaign may appear fake at first glance, the 3D billboard is not a CGI creation.
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 a beach in Dubai – to promote its first burqini for the Tokyo Olympics. For the FIFA Worldcup in Qatar, Adidas had 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 piece in Sharjah’s Al Madam area is supposed to pay homage to the desert and the spirit of the modern runner.
David Popa is known for his large-scale, site-specific creations. He transforms natural landscapes with earth murals that seamlessly blend artistry with the surroundings. For the Adidas campaign, Popa created a huge anamorphic Adidas shoe in 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.
By loading the video, you agree to YouTube’s privacy policy.
Learn more
All three out-of-home campaigns transform global product launches into locally relevant experiences. They achieve this by featuring regionally relevant athletes, using locations that resonate with Middle Eastern audiences, and creating Instagram-worthy moments available for only a few days. This is out-of-home in its most creative form.
