Retro Arabia

The 2000s saw traditional Middle Eastern culture blend with the global pop influences of the day for the first time. The next generation is rooted in this nostalgia, seeking spaces where they too can blend their own references and inspirations into an original expression. They respect the past while pushing boundaries, redefining it through fashion.

With the launch of the 2000s-inspired Campus 00s sneaker, adidas Originals set out to connect with a rebellious, style-savvy Gen Z.

adidas Originals worked with AKQA’s MENA studios to craft new codes of originality for the Middle East: a campaign that harnesses the nostalgia of the 2000s and fuses it with the energy of a future-forward Gen Z. It is set in vibrant, carpet-laden spaces, an abstract nod to Middle Eastern homes of the early 2000s, recast as playgrounds for Gen Z grassroots creatives.

The throwback Campus 00s was paired with bold, hyper-modern styling: adidas Originals tracksuits, Y2K-inspired accessories and brand-new cultural codes, from trefoil-stamped keffiyehs to Bedouin-esque adornments and an abundance of tawash pearl strands. The resulting visual language fused retro Arabia with cutting-edge aesthetics.

A generation redefining its past and present with an ADI2K twist was showcased across retail, digital, out-of-home and social in the GCC.

Brash, charismatic personalities, untapped by brands until now and celebrated for their style, were cast to embody both the modern Middle East and the burgeoning expat community of the 2000s. Set to a throwback hip-hop soundscape, the campaign’s digital content offered a raw, behind-the-scenes look, with engaging conversations on adidas Originals’ social platforms.