The Bloom Sky Collection
A Kingdom in bloom, a generation in motion.
Insight
Saudi Arabia stands at a crossroads of change, growth and boundless potential.
This is Saudi Arabia’s time to bloom. Young people across the Kingdom are stepping into a new era, one where their vibrant energy and ambition align with the country’s blossoming transformation.
adidas sought to capture this zeitgeist and express a carefree sense of play and pride, purposefully breaking free from clichéd showcases of culture: to celebrate a generation moving forward together, like shooting stars across the night sky.
Idea
Saudi magical realism, told through the rhythm of poetry and dance.
Inspired by desert blooms, shooting stars and a verse by Prince Khaled Al-Faisal, adidas worked with Jeddah-born artist Raghad Al-Ahmad and AKQA to bring the Bloom Sky Collection to life. Through spoken word woven into a genre-defying music film and contemporary lifestyle photography, this one-of-a-kind collection of streetwear, modest loungewear and patterned abayas embodies freedom, movement and a new era of self-expression in Saudi Arabia.
Through these efforts which celebrate Saudi culture, adidas has not only strengthened its market position but also fostered a deeper connection with Saudi consumers, setting a benchmark for how other global brands can successfully integrate into the local market.”
2024 State of Fashion Report, Saudi Fashion Commission
Results & impact
The fastest-selling collection on Namshi, the region’s biggest online fashion store.
By blending cultural heritage with contemporary design, the Bloom Sky Collection marked adidas’ most impactful campaign in the region to date. In capturing the imagination of Saudi youth, adidas solidified its position as a brand that not only reflects their identity, but empowers them to express it boldly.
Credits
- Creative Direction
- Taraka ‘TK’ Tennakoon
- Executive Creative Director
- Simon Reid
- Senior Art Director
- Marrwan Elhussein
- Copywriter
- Aljawharah Almalki
- Strategy
- Vylan Dalmaida & Theresa ‘Tessa’ Antonio
- Production
- Amit Hasija
- Account Management
- Mohammad Shanableh
- Artist
- Raghad Al-Ahmad
- Agency
- AKQA
- Studio
- Dubai
