adidas Originals
Retro Arabia
Rewinding the future to launch the Campus 00s
Insight: Gen Z is redefining Y2K nostalgia as their own.
The 2000s saw the blending of traditional Middle Eastern culture with 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, to create their own original expression.They respect the past while pushing boundaries, redefining it through fashion.
With the launch of 2000s-inspired Campus 00s sneaker, adidas Originals set out to connect with rebellious, style-savvy Gen Z.
Idea: 'ADI2K' Rebellious faces in familiar spaces.
adidas Originals worked with AKQA’s MENA studios to craft new codes of originality for the Middle East. The collaboration yielded a campaign that harnesses the nostalgia of the 2000s and fuses it with the energy of future-forward Gen Z. The campaign is set in vibrant, carpet-laden spaces - an abstract nod to households in early 2000s Middle East. These sleek settings where recast as playgrounds for Gen Z grassroots creatives.
The throwback Campus 00s sneaker was then paired with bold, hyper-modern styling - adidas Originals tracksuits, Y2K-inspired accessories and brand new, cultural codes, such as trefoil-stamped keffiyehs, bedouin-esque adornments and an abundance of Tawash pearl strands. The resulting visual language fused retro Arabia with cutting-edge aesthetics.
A generation redefining their past and present with an ADI2K twist was showcased on retail, digital, out of home placements and social across the GCC markets.
Brash, charismatic personalities - heretofore untapped by brands 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.
“The campaign positioned adidas as a forward-thinking brand that understands the pulse of modern youth, and all done with agility and passion.”
Michele Khoueis, Brand Manager, adidas
Credits
Agency
AKQA
Location
Dubai
Creative Direction
Taraka 'TK' Tennakoon
Collaborators
Simon Reid - Executive Creative Director, Viztoni 'Vizzo' Chin - Social & Digital Programming, Vylan Dalmaida & Theresa 'Tessa' Antonio - Strategy, Amit Hasija & Tayyab Qureshi - Production, Hiba Hobeica - Account Management
Results & Impact
A visual homage to Middle Eastern Gen Z, and a celebration of their originality against conventional narratives.
The blend of nostalgic Y2K aesthetics with future-forward, culture-bending styling created a new visual language that tapped into the audience's memories.
The adidas Originals Campus 00s became a proverbial time machine, traversing past and future, with its movement felt and engaged with across social platforms and digital spaces.