ALWAYS striving to support the creative community, adidas has collaborated with six talents from Saudi Arabia cities for the Continental 80 campaign which was shot across the diverse skylines of Jeddah.
The Continental 80 silhouette returns and takes over the streets of Saudi as a symbol of democratic design for the contemporary sneaker wearer. Now an established icon within the adidas Originals repertoire, the shoe sees a simple, unrefined aesthetic, updated from the archives to the present.
Shot across different locations in Jeddah the campaign features Marriam Mossailli, who is the leading voice for Saudi Arabia and is the author of the one of a kind coffee table book ‘Under the Abaya: Street Style from Saudi Arabia’, a book that features streetstyle images submitted by Saudi Arabian women. The adidas localized line-up also included Lama Al Akeel who is a budding fashion designer turned influencer, Ibrahim Basha a well-known Saudi actor and director in the region, Ghalia Mahmoudi a marketing graduate with un undeniable love for fashion, Moiyad Baghdadi one of Saudi’s leading YouTubers and Sausan Al Kadi who is a marketer turned fashion stylist, all stunting their unique sense of style and displaying the versatility of the classic white Continental 80 sneaker.
Keeping it authentic and local, the campaign was shot by Nada Hakeem, co-founder of The Loft ME, a creative studio based in Jeddah, and styled by Rana Saab who is a known celebrity stylist and founder of Mirror Image Consulting. Each location was carefully selected to highlight iconic towers in the city of Jeddah including Bougainvillea Building and Business Park Headquarters.
The new Continental 80 sneaker comes in a number of striking new colorways featuring eye-catching lines and bold colour-blocking, taking the silhouette to the next-level for the season. Combining an instantly recognisable super-soft leather upper with a double cup-sole, the sneaker represents a benchmark for style and comfort.
The new colorways of the iconic Continental 80 sneaker are now available in adidas Originals stores across the GCC. — SG
