DUBAI: Adidas Originals is stepping into the heart of Dubai with a two-day pop-up experience, launching its much-anticipated Loomhood Collection.
The exclusive activation will be held on April 19 and 20 at Dream Girls Tailor in Al Fahidi, offering sneaker enthusiasts a rare chance to explore and purchase the collection before its official regional release.
The event is more than a sales experience – it's a celebration of artistry and identity embedded in each design.
Limited collection drop
The Loomhood Collection is a limited-edition reinterpretation of two of adidas' most beloved silhouettes – the Samba OG and Handball Spezial – each reimagined to honour local craftsmanship from Dubai, Riyadh, and Cairo.
The sneakers feature the name of a cultural neighbourhood and coordinates of the artisans behind their creation, merging storytelling with style.
Launching officially on April 21 in Dubai Mall and Riyadh Park Mall, and on April 24 at Maison 69 in Cairo, the collection will be available until April 30.
Customers who purchase a pair will receive free customisation and exclusive city-inspired laces as part of the experience.
Cultural craftsmanship
In Dubai, the spotlight shines on Al Fahidi, a historic area celebrated for its tailoring legacy. Partnering with Dream Girls Tailor, a family-run business with over 40 years of heritage, adidas incorporated the traditional Talli lace, a shimmering blend of cotton and metallic threads, into the footwear design.
Riyadh’s tribute lies in Diriyah, the epicentre of Saudi Arabia’s craft preservation. The Sadu-inspired laces reflect geometric designs rooted in Bedouin weaving traditions, honouring artisan Rashidah, who brings more than three decades of expertise.
Egypt’s contribution highlights El-Khayamiya, Cairo’s ancient district known for appliqué art. The Khayamiya lace draws from vivid swirling patterns, a nod to master artist Mohsen Shaaban, who has upheld this tradition for over 55 years.
Community in every stitch
Each design in the Loomhood Collection was developed with guidance from Dr. Reem Tariq El Mutwalli, founder of The Zay Initiative, ensuring that every element remains true to its cultural origins. The result is a wearable homage to heritage, blending modern streetwear aesthetics with generational craftsmanship.
With storytelling stitched into every pair, The Loomhood Collection isn't just about style – it's about connection, identity, and a shared regional narrative.