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United Arab Emirates, 26th November 2024 – adidas has launched its much-anticipated Adizero Desert Runner collection, a stunning tribute to the very essence of the region: the desert. To celebrate the launch of this exclusive running shoe —crafted with the regions rugged beauty at its core — the brand partnered with HAVAS Red Middle East to unveil 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 pays homage to the boundless potential of the desert and the spirit of the modern runner.
The Adizero Desert Runner, a shoe inspired from the Arabian desert’s vastness and the shimmering blue oasis that punctuates its sands. This limited-edition sneaker, with its distinct color palette, symbolizes more than just a running shoe. It captures the resilience, adaptability, and tenacity of runners who push beyond limits, embracing new frontiers.
To showcase the new collection, adidas collaborated with renowned earth artist, David Popa, known for his large-scale, site-specific creations. Popa transforms natural landscapes with awe-inspiring earth murals that seamlessly blend artistry with the surroundings. His work celebrates the beauty of nature, creating striking visual experiences that highlight the power of place. Popa’s artwork are not just visually arresting; they are a statement about environmental appreciation, expressing the intersection of art and nature.
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 eight days, the structure beautifully reflects the charm and versatility of the Adizero Desert Runner shoe—bold, dynamic, and rooted in the natural world. 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.
Popa’s work with adidas brings the desert to life in a new and engaging way.
“Art in the desert is a language of its own,” said the artist. “The sand, the light, and the infinite horizon come together to form a canvas unlike any other. With this artwork, we’re celebrating the desert’s beauty and its unique energy. The Adizero Desert Runner mirrors this spirit—resilience, movement, and a deep connection to the land.”
Bilal Fares, Senior Vice President and General Manager of adidas EMC, shared his vision for the activation: “The desert represents boundless potential and discovery. The Adizero Desert Runner is designed to mirror that spirit—durable, adaptable, and encouraging runners. Launching this exclusive design alongside an art piece inspired by the desert’s unique energy highlights the potential for impact that each runner can have in the region.”
The Adizero Desert Runner combines cutting-edge performance technology with a design that honors the beauty and challenges of the region’s landscapes. Made for runners of all levels, this shoe offers the perfect balance of comfort, style, and durability—empowering athletes to carve their own paths.
The Adizero Desert Runner collection will be available for purchase starting November 27th, both in-store and online at adidas.com.
ENDS
ABOUT ADIDAS
adidas is a global designer and developer of athletic and lifestyle footwear, apparel, and accessories with the mission to be the best sports brand in the world. As an innovation and design leader, adidas engineers the best in high-performance products to make athletes better, faster, and stronger and creates a range of classic and fresh lifestyle and high-fashion lines.
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