Adidas unveils a new campaign shot at Al Ula featuring Alaa Balkhy and Jory Al Maiman

Qasr Al Farid is the backdrop to some of the photographs

The new Adidas Originals campaign has been released, using the dramatic landscape of Al Ula as its backdrop.

The brand teamed up with four influential Saudi women for the campaign: designer and creative Alaa Balkhy, Arabic rapper Aseel Saraj, who goes by Leesa, fashion blogger Jory Al Maiman and avid skateboarder and actress Sarah Taibah. The campaign marks the sneakers' 50th anniversary.

According to the brand: "The Superstar sneakers have cemented their iconic status in time, connecting people together across the pillars of art, music, fashion and sport under one key message: 'Change is a team sport'. The brand adds that the photoshoot, shot with historical and cultural backdrop of Al Ula "evokes a promise of change for the kingdom".

Click through the gallery above to see highlights from Adidas' Al Ula photoshoot.

Adidas isn't the only brand to be inspired by the Unesco heritage site.

Last week, Saudi-based fashion label Hindamme, started by Mohammed Khoja, revealed its Al Ula collection. Created in collaboration with the region's Winter At Tantora festival, it features geometric shapes and even depictions of Qasr Al Farid, the largest tomb at the archaeological site.

Hindamme describes itself as "contemporary luxury inspired by East meets West."


Read more:

Al Ula exhibition introduces 7,000 years of Saudi history to Paris

How Snapchat will turn Saudi's Al Ula into an augmented reality world

Kristin Cavallari wore gems by Saudi jeweller Nadine Attar on the red carpet


Updated: February 17, 2020 11:39 AM


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