adidas Originals has launched a new limited-edition collection that brings traditional craftsmanship into conversation with contemporary footwear design. The Loomhood Collection connects communities across Saudi Arabia, the United Arab Emirates and Egypt, highlighting the cultural practices that have shaped neighbourhood identities and local creative expression.
At the heart of the Riyadh release is Diriyah, an area known not only for its historic roots but also for its long-standing commitment to preserving Saudi Arabia’s craft heritage. The collection draws on this backdrop to reinterpret adidas’ Samba OG and Handball Spezial sneakers—iconic silhouettes now reimagined through local design sensibilities.
Available in the adidas store at Riyadh Park Mall from April 21 to April 30, the Saudi edition of the sneakers are more than just a style release. Each pair includes custom laces inspired by Sadu, the traditional Saudi weaving method characterised by structured geometric motifs and rich natural tones. The design process involved collaboration with Rashidah, a seasoned artisan with over 30 years of experience in Sadu embroidery and textile work. Her contribution adds a tangible layer of heritage to the final product.
The Loomhood Collection
Each shoe in the collection is detailed with the name of the neighbourhood it represents and the precise coordinates of the artisan whose craft informed its design. The intention is to embed the legacy of place—both physical and cultural—into the everyday object of a sneaker.
The Loomhood Collection is launching simultaneously in Dubai and Riyadh on April 21, followed by Cairo on April 24. While the Dubai edition focuses on the tailoring traditions of Al Fahidi, and the Cairo release references the appliqué techniques of El-Khayamiya, it is Diriyah’s presence that most directly aligns with Saudi Arabia’s cultural agenda, particularly as part of the Year of Handicrafts and the broader goals of Vision 2030.
Customers in Riyadh who purchase from the Loomhood line during the activation period will receive personalised detailing on their shoes and access to limited-edition laces unique to their city’s craft tradition.
The campaign, developed by creative agency AKQA with media handled by Red Havas, was shot across the three cities, with each location chosen for its historical ties to textile craftsmanship. The visual and experiential campaign brings these traditions into a contemporary fashion context, without erasing the people and processes behind them.
While many global brands now seek to localise their products for regional markets, adidas Originals’ approach with Loomhood places a strong emphasis on authentic collaboration. Rather than drawing loosely from regional aesthetics, the campaign gives direct visibility to artisans and acknowledges their work not as inspiration, but as co-creation.
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