Exclusive adidas sneakers, inspired by an iconic local restaurant, proved a big hit with sneakerheads in Dubai.
Global sports brand adidas teamed up with Dubai’s famous Pakistani restaurant Ravi for a unique collaboration to “celebrate thriving street cultures”. It was part of a campaign by adidas Originals working directly with the owners of 11 pioneering restaurants across 11 cities.
In Dubai, it launched the SUPERSTAR RAVI sneaker on Thursday, which it said “highlights one of the city’s most nostalgic and culturally relevant locations”.
“The e-commerce website sold out within an hour of the launch, and some of their fashion retailers sold out within minutes of the launch,” a spokesman told Arabian Business.
While their original price was AED549, many of the shoes are being re-sold online with prices up to AED40,000. This is an increase of more than 7,000 per cent. The special edition SUPERSTAR RAVI colour references the Pakistani heritage of the owners.
It also features a custom sock liner with a hand-drawn map design signifying the meaning of the name Ravi, meaning “river” which is in Northeastern Pakistan. The heel tab branding includes the year Ravi opened alongside the name in English and Arabic on either shoe, as well as three sets of laces.
