| Synopsis | To launch the adidas Superstar Ravi in a way that defied conventions and Dubai’s glamorous stereotypes, we broke all the rules of sneaker launches. We launched in an older part of town, gave very few away, prioritized the founding family and their story over anything else and heroed the staff. And that community-first approach is how we won the hearts of those who know there’s more to Dubai than the glitzy headlines. The launch took the entire region by storm and evolved from being a one-time sneaker drop to becoming the biggest cultural phenomenon of the city. |