Adidas Unveils Vision for Creative Growth in Saudi Arabia

Adidas is making bold moves in Saudi Arabia, blending tradition with innovation to solidify its presence in the Kingdom’s vibrant market.

Earlier this month, Riyadh played host to Adidas’ inaugural regional runway show at the Financial Plaza within the King Abdullah Financial District (KAFD). The event wasn’t just a fashion spectacle—it was a statement. Adidas aimed to elevate its brand in Saudi Arabia, showcasing a deep commitment to empowering local creative talent and promoting sportswear through a unique co-branded collection.

Bilal Fares, SVP and General Manager of adidas EMC, shared insights with Campaign Middle East about the brand’s long-term strategy in the Kingdom. “Our partnership with Saudi fashion label, Kaf by Kaf, highlights our commitment to nurturing young creatives,” Fares said. This collaboration is part of the broader Saudi 100 Brands programme, which serves as a talent incubator under the Fashion Commission.

A Fusion of Tradition and Athleticism

The highlight of the event was the SS25 Sportswear Collection, crafted by Kawthar Alhoraish of Kaf by Kaf. The collection masterfully blends Saudi Arabia’s traditional attire with contemporary athletic styles. From abayas to headscarves, the unisex pieces offer something for everyone, merging cultural identity with modern functionality.

“Adidas’ purpose is to change lives through the power of sport,” Fares emphasized. The new collection not only promotes equity in sports but also ensures that Adidas caters to the local tastes and cultural nuances of Saudi consumers. This approach is evident in Adidas’ recent store openings in Riyadh and Jeddah, including the first-ever Adidas women’s store in the Kingdom.

Building Community Through Sports and Fashion

Adidas isn’t just selling sportswear; it’s building a community. The brand’s initiatives go beyond clothing, aiming to create inclusive spaces where both fashion enthusiasts and sports lovers can thrive.

Sponsorships and Strategic Partnerships

Adidas has been actively sponsoring key events like the eSports World Cup (EWC) and expanding its football partnerships with SAFF, AlNassr, and Al Ahli Saudi. These collaborations are more than just endorsements—they’re strategic moves to embed Adidas deeply into Saudi sports culture.

• eSports World Cup (EWC): Promoting digital sports and gaming alongside traditional athletics.
• Football Partnerships: Strengthening ties with top Saudi football clubs to enhance brand visibility.

Additionally, Adidas signed a Memorandum of Understanding with the Fashion Commission in September 2024. This partnership focuses on talent development, research, and blending sports with fashion to create a lasting impact on the Saudi fashion ecosystem.

Nurturing Local Talent and Innovation

Adidas’ commitment to Saudi Arabia is evident in its focus on talent development and localization. By partnering with local designers and supporting initiatives like the Saudi 100 Brands programme, Adidas is fostering a creative environment that encourages innovation.

Talent Development Programs

The collaboration with Kaf by Kaf is just the beginning. Adidas is dedicated to nurturing young creatives through various programs and partnerships, ensuring that local talent is given the platform to shine on a global stage.

“By co-creating a unisex collection, we acknowledge the diversity of our consumers,” Fares noted. This emphasis on individual expression and cultural identity is central to Adidas’ strategy in the Kingdom.

Embracing Digital Innovation and Influencer Marketing

Adidas is also leveraging digital platforms to connect with Saudi consumers. Initiatives like the Roblox partnership with AlNassr and participation in the eSports World Cup highlight the brand’s forward-thinking approach, combining digital innovation with sports and culture.

Influencer Collaborations

Influencer marketing plays a crucial role in Adidas’ strategy. By partnering with local athletes like Farah Jefry, Yara Al Hogbani, Saud Abdulhamid, and Abdulrahman Ghareeb, Adidas ensures that its brand resonates authentically with the Saudi audience.

“Genuine localization and cultural relevance are key,” Fares advised marketers. “Partnering with figures who resonate with the local audience adds layers of trust and authenticity, fostering lasting relationships and brand loyalty.”

The Road Ahead for Adidas in Saudi Arabia

Adidas is clearly investing heavily in Saudi Arabia’s market, with a focus on localization, talent development, and creative marketing. As the brand continues to integrate into the cultural fabric of the Kingdom, it’s poised to make a significant impact on both the sports and fashion industries.

With these initiatives, Adidas is not just participating in Saudi Arabia’s market; it’s helping to shape its future.