How Adidas Arabia Is Winning in the Middle East - and What Nike Is Missing
The Success of Adidas Arabia
Adidas isn’t just posting product photos, they’re building cultural relevance and winning loyalty in the Arab world.
Engaging Local Talent & Designers
At a Riyadh runway show, Adidas unveiled a collection by Saudi designer Kawthar Alhoraish (Kaf by Kaf). The unisex line blended traditional attire, like abayas and headscarves, with modern sportswear, showing authentic cultural integration.
Launching the First Women’s Concept Store in Saudi Arabia
In Riyadh Park, Adidas opened a women-led, women-focused concept store, built from local consumer insights. The space includes comfortable seating, warm lighting, and modest wear, directly reflecting modern Saudi women.
Influencer Collaborations & Community Activations
For its women’s store launch, Adidas worked with Saudi influencer Eleen Suliman, footballers Zara Al-Saif and Mariam Benkirane, and tennis star Yara Alhogbani. Their “Bloom Sky” collection included abayas and hijabs, tailored for regional needs.
Campaigns Rooted in Identity and Pride
The “Weaved As One” campaign featured Saudi men’s and women’s national football players, highlighting the national kit as a unifying symbol across communities.
Culture-First Marketing Across the Region
With campaigns like the JD Sports and Adidas “SMU Campaign,” Adidas tapped into nostalgia, music, and street culture, creating a shared identity with Gen Z in the UAE, Saudi Arabia, Egypt, Bahrain, and Kuwait.
Why It Works
The key? Local language and cultural authenticity.
They tell regional stories. Adidas works with local designers and creators, embedding authentic narratives into campaigns.
They engage women directly. From concept stores to modest collections, Adidas connects with a rapidly growing audience segment.
They connect emotionally with youth. Campaigns rooted in nostalgia and street culture reflect regional aesthetics and memories.
This isn’t just “global copy-paste.” It feels personal. It feels local.
What Nike Is Missing
Nike, by contrast, has no Arabic-speaking account or localised channel. That’s a missed opportunity in a region that is:
One of the youngest populations in the world.
Passionate about sports, fashion, and identity.
Rapidly growing in consumer spending power.
While Nike has released important products like the Pro Hijab (2017), they haven’t maintained momentum through localised storytelling. Without a consistent cultural presence, those efforts fall flat compared to Adidas’ ongoing regional integration.
Wrap-Up
So while Nike plays the global game, Adidas Arabia is winning hearts in the Middle East.
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References
Adidas Group. (2023). The women behind Adidas’ first women’s concept store in Saudi Arabia. Adidas. Retrieved from https://www.adidas-group.com/en/magazine/behind-the-scenes/the-women-behind-adidas-first-womens-concept-store-in-saudi-arabia
Campaign ME. (2023a). Adidas reveals brand purpose contribution to creative marketing in Saudi Arabia. Campaign Middle East. Retrieved from https://campaignme.com/adidas-reveals-brand-purpose-contribution-to-creative-marketing-in-saudi-arabia
Campaign ME. (2023b). Adidas collabs with Saudi influencers to champion female empowerment. Campaign Middle East. Retrieved from https://campaignme.com/adidas-collabs-with-saudi-influencers-to-champion-female-empowerment
Campaign ME. (2023c). JD Sports and Adidas lead with local culture in their SMU campaign. Campaign Middle East. Retrieved from https://campaignme.com/jd-sports-and-adidas-lead-with-local-culture-in-their-smu-campaign
Communicate Online. (2023). Adidas and Havas Middle East launch ‘Weaved As One’ campaign. Communicate Online. Retrieved from https://communicateonline.me/news/adidas-and-havas-middle-east-weaved-as-one-campaign
Iaqaba. (2023). Adidas launches regional runway show in Riyadh. Iaqaba News. Retrieved from https://iaqaba.com/adidas-launches-regional-runway-show-riyadh
Vogue Business. (2020). How Nike and Adidas are tapping the modest sportswear opportunity. Vogue Business. Retrieved from https://www.voguebusiness.com/fashion/how-nike-and-adidas-are-tapping-the-modest-sportswear-opportunity