Global Ads Spotlight: Here's how Adidas turned a humble Dubai restaurant into a global cultural drop

Instead of another A-lister collab, adidas teamed up with a 42-year-old-no-frills popular restaurant in Dubai - and turned it into a global style statement. Read and watch in our Global Ads Spotlight column.

By  Sakina Kheriwala| Jul 22, 2025 8:21 AM
The Superstar Ravi wasn’t just another collector’s item - it became a wearable badge of identity for those who call Dubai home, no matter where they came from.

In a world full of brand collaborations trying to out-fancy one another - cue the endless parade of celebrity capsules, overpriced "luxury" collabs, and hype-beast bait - adidas did something refreshingly different.

They didn't pair up with an influencer or an avant-garde designer. Instead, they co-created their newest Superstar sneakers with... a restaurant.

Yes, you read that right. A restaurant.

And not just any restaurant, but Ravi, a legendary street food joint in Dubai that had fed generations of migrant workers, artists, cabbies, construction workers, CEOs, and expats alike for over 40 years.

This wasn't a gimmick. This was a love letter to the city, its people, and the place they've called home - one that smells like garlic naan, echoes with the clatter of steel plates, and sits right at the intersection of tradition and belonging.

The campaign - dubbed "Superstar Ravi's", went on to become one of the most authentic, community-driven global drops in recent memory.

Not Just a Collab - A Cultural Moment

In a space where most brand collabs are polished to the point of soullessness, adidas dug into something gritty, humble, and real. The Ravi Restaurant, tucked in the heart of Dubai's Al-Satwa district, had no media team, no brand book, no glossy Instagram aesthetic. What it did have was heart, history, and a loyal, multicultural community that grew up on its chicken tikka and dal fry.

Instead of trying to reinvent that, adidas celebrated it.

Every detail of the Superstar Ravi sneakers was a tribute:

- The original Ravi logo replaced the adidas Originals badge - nostalgia and respect stitched right into the shoe.

- The signature green on the leather uppers matched the uniforms worn by waiters.

- The restaurant's 40-year-old menu was printed on the tongue.

- The insoles? A visual timeline of Ravi's origin story.

Zero PR Budget. Zero Flash. All Soul.

The most remarkable part? Ravi didn't have a dime of marketing spend behind this. No billboard blitz, no TikTok dance challenges, no celebrity plug-ins. adidas, through agency Red Havas Middle East, built the campaign from the ground up, relying on good old storytelling, hyper-local relevance, and community-first making.

They created a design toolkit, built rich social content, partnered with Esquire and GQ, and let local artists and influencers do the talking.

Streetwear retailers were ambushed, community walls were lit up with murals, and sneakerheads queued up in the Dubai heat for a pair that smelled of nostalgia, not hype.

The Results? Delicious.

This wasn't just a hit - it was a sensation.

- 100% of stock sold out.

- 32.3 million+ reach across social and PR.

- 80% spike in sneaker sell-through.

- 20% growth in adidas' social following, and a whopping 4,000 new followers for Ravi - many of whom had never even eaten there.

Awards

The campaign swept the awards circuit, too.

- Bronze PR Lion at Cannes.

- Two Grand Prix wins and more at Dubai Lynx (for PR and Entertainment).

- Accolades from ADFEST and The One Show followed.

Critics hailed the campaign for flipping the script on traditional brand partnerships. It didn’t glamorise street food - it respected it. It didn’t chase global appeal - it started with local love and let the world catch up.

In the age of fake authenticity and overcooked branding, “Superstar Ravi’s” stood out for what it didn’t do. It didn’t try too hard. It didn’t sanitize or polish the soul out of a beloved institution. It let Ravi be Ravi - messy tables, greasy menus, fluorescent lights and all.

That’s what made it beautiful. That’s what made it real.

And that’s what made it a masterclass in how global brands can truly walk the talk.

First Published onJul 22, 2025 8:21 AM

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