Dubai shoppers queue at 4am to buy adidas x Ravi Restaurant shoes

The limited-edition footwear is now on sale online and at select stores

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  Adidas x Ravi Restaurant trainers on sale at adidas's flagship store in The Dubai Mall. Antonie Robertson / The National

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  The queue started at 4am in The Dubai Mall store. Antonie Robertson / The National

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  Saud Sattar with one of the first pairs. Antonie Robertson / The National

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  A range of merchandise on display. Antonie Robertson / The National

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  People buying several pairs each. Antonie Robertson / The National

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  Face masks and paper hats on display. Antonie Robertson / The National

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  The Adidas x Ravi Restaurant trainers launch day in The Dubai Mall. Antonie Robertson / The National

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  The shoe is part of an international collaboration with restaurants. Antonie Robertson / The National

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  The 'takeaway' shoebox. Antonie Robertson / The National

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  A limited number of pairs on sale for Dh549 a pop. Sarah Maisey / The National

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  Queues build at the adidas store in The Dubai Mall. Antonie Robertson / The National

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  The Adidas x Ravi Restaurant trainers being snapped up by eager fans. Antonie Robertson / The National

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  The shoes were sold in stores and online. Sarah Maisey / The National

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  Retail staff donned the same outfits as their Ravi Restaurant counterparts. Antonie Robertson / The National

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  The collaboration took 18 months to set up. Sarah Maisey / The National

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  Tooshank Sharma stood in line from 4am to get his shoes. Antonie Robertson / The National

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  The adidas store decked out like a replica Ravi Restaurant. Sarah Maisey / The National

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  Saud Sattar with one of the first pairs. Antonie Robertson / The National

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  A Ravi-branded tuk-tuk on display. Sarah Maisey / The National

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  The collaboration created a huge buzz among "sneakerheads". Antonie Robertson / The National

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  The first Ravi Restaurant opened in Satwa. Sarah Maisey / The National

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  Ravi Restaurant serves authentic Pakistani food. Sarah Maisey / The National

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  Lines of shoppers wait to get into the adidas store in The Dubai Mall. Antonie Robertson / The National

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  The shoes were limited to five pairs per person. Sarah Maisey / The National

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  Themed cushions. Sarah Maisey / The National

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  Shoppers queue to snap up the one-off shoes. Antonie Robertson / The National

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  The collaboration is part of a global campaign with 11 restaurants involved. Sarah Maisey / The National

Some people will do anything to get their hands on something they really, really want.

Tooshank Sharma is such a person. He woke up in the middle of the night to make sure he was front of the queue to bag the adidas x Ravi Restaurant trainers when they went on sale at 10am at The Dubai Mall's flagship adidas store on Thursday.

"I have been here since 4am," he tells The National. "This sneaker gives me a lot of nostalgia. I have been in Dubai for 10 years and I believe this is a piece of history, one you have to have."

His patience has paid off. He's the first inside the store and is able to grab a pair of the limited-edition trainers for Dh549.

For the launch, the flagship adidas store has been transformed into a Ravi Restaurant, complete with faux kitchen, table and chairs, chai cups and even a tuk-tuk, decked out in Ravi's famous green and white.

The walls are lined with adidas x Ravi T-shirts, with face masks and paper waiter hats on display; they are the same as those staff wear at the beloved Satwa institution.

One whole section of the store is given over to those wanting to customise their purchases, with patches and stickers laid out.

Buyers are able to have Ravi stickers pressed on to the T-shirts, including the same snippet of Ravi's menu and price list that is on the tongue of the shoe, from Dh129.

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  Ravi Restaurant in Dubai is getting an adidas Original Superstar shoe made in its honour. All photos: adidas

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  It is just one of 11 restaurants around the world to be chosen.

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  The adidas Original Superstar trainers have the Ravi name as well as the year the restaurant opened embroidered on the heel tab.

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  Six of Ravi Restaurant's best-selling dishes are listed on the inside of the tongue.

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  Each pair of Ravi Superstar shoes will be sold in a special takeaway box, which comes with a tag marked with the famous Ravi logo.

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  The shoe launches on June 23 and will be available to buy online as well as in stores.

The collaboration has taken more than 18 months to bring to fruition, from conception to execution.

Another shopper, Sabi, explains why he finds it so attractive. "I think this is a one of a kind. It was the collaboration with Ravi Restaurant that prompted me to come here, as this is something to collect," he says.

A self-confessed "sneakerhead", Sabi saw this as a unique chance to get hold of something special. "I am sure we are never going to get this opportunity again, and that's why it's special. I actually only wear Nikes, so I am buying this pair to collect," he says.

Unlike with other brand tie-ups, which tend to draw a teenage crowd, the mixed demographic buying this shoe is noticeable.

When we visit the store, there are Emirati women, twenty-somethings in shorts, middle-aged men and even an elderly German couple looking mildly perplexed by the whole thing — all waiting patiently for their chance to be allowed in.

With the store decorated to look like Ravi Restaurant, there are even themed cushions. Sarah Maisey / The National

Another shopper, Saeed, joined the queue by accident. "I learnt about these trainers on Instagram a few days ago, but wasn't really paying attention. Then, by sheer coincidence, I was just walking past, so here I am. I am very happy," he says with a broad smile.

While adidas will not disclose how many pairs are available, the range is expected to sell out on Thursday.

Although an informal policy of five pairs per customer is in place, the general mood is less stressed and more laid-back than other high-profile drops. Everyone is content to wait their turn, and there is no pushing or shoving. People are politely snapping up one or two pairs each, and all are leaving with big smiles.

It's a nod to the role Ravi's has played in Dubai society for so many years.

Heena, who only recently moved to Dubai, sums it up. "This restaurant was recommended to us so many times," she says. "And then, this month, the whole campaign started and I realised this has some sort of cultural significance. So here I am."

Scroll through the gallery below to see pictures of Ravi Restaurant in Satwa

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  Ravi is known for its fuss-free interiors, warm service and authentic Pakistani food. Courtesy of Ravi Restaurant

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  Founder of Ravi, Chaudary Abdul Hameed, moved to the UAE as a labourer. Courtesy of Ravi Restaurant

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  Ravi opened its first branch in Dubai in 1978. Pawan Singh / The National

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  Ravi has been visited by numerous celebrities over the years, including One Republic's Ryan Tedder in 2019. Instagram / Ryan Tedder

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  Ravi is well-known for its range of curries and kebabs. Courtesy of Ravi Restaurant

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  The restaurant is considered a must-visit in Dubai by most major travel guides. Courtesy of Ravi Restaurant