Sports brand adidas has opened its first store dedicated to women at Mall of the Emirates in Dubai.
The new shop, where inspirational quotes adorning the walls are set on a backdrop of greenery, pink hues and gold accents, “symbolises the brand’s commitment to empowering women in the region”, according to a statement.
The store features collections across sports and lifestyle, catering to shoppers of all shapes, sizes and backgrounds, and includes exclusive launches and lines from Marimekko, Stella McCartney and Karlie Kloss, to name a few.
Modest and hijab sportswear is also stocked, as well as plus-size collections. About half of the products are sustainable.
“This store opening marks a new chapter in our continuous effort to celebrate and empower women through sport,” said Vicki Fitzsimons, senior brand director at adidas Mena. “The new store brings a unique experience to the female consumers in the region.
“As we see more and more women from the Mena are making waves on a global scale, we are proud to bring our women’s dedicated store to life for the very first time in Dubai.”
A number of campaigns have underlined the brand’s commitment to harnessing diversity, particularly in the region, in recent weeks.
In June, American actress Yara Shahidi debuted her second collaboration with adidas, drawing inspiration from her multicultural upbringing, as the grown-ish star’s father, Afshin Shahidi, is Iranian and her mother, Keri Shahidi, is African-American.
Her first collection featured Farsi text and Iranian architecture-inspired patterns, while the sophomore line references her Iranian grandfather’s rug shop in its prints and colour choices, and also features her name in Farsi.
Earlier in June, the German sportswear company also launched its first collection of swimwear that caters to women who prefer to cover up while in the water. This consists of 18 pieces that were born out of consultations with communities across the world.
The items not only cover bodies from head to toe, but also consider the full spectrum of inclusivity in sportswear. For example, to stop long sleeves from riding up, thumb holes have been added, while tops are held snugly in place over leggings and shorts thanks to press studs around the hips.
Even a waterproof hijab was properly thought through, with an adjustable liner cap in place, to prevent it from slipping while swimming.
Dareen Barbar, the Lebanese adidas ambassador and amputee athlete, who lives in Dubai, featured in the campaign, as did Asma Elbadawi, the Sudanese-British basketball player, spoken-word poet and sports inclusivity activist.
