Set against the Jeddah skyline, the Continental 80 campaign from Adidas features six young Saudi talents in their element.
Adidas has called upon six of Saudi’s leading voices, from authors to directors - emphasising what we already know: the brand has a hand on the pulse of youth culture in cities across the globe.
Ghalia Mahmoudi and Sausan Al Kadi
Among the featured people is a pillar in the Saudi fashion community, Marriam Mossailli, who is the author of the impossibly chic coffee table book Under the Abaya: Street Style from Saudi Arabia.
Designer-turned influencer Lama Akeel makes an appearance, as does Ibrahim Basha - a prominent Saudi actor and director. We also see Ghalia Mahmoudi, a beauty and style guru; Moiyad Baghdadi, one of the Kingdom’s leading YouTube stars, and Sausan Al Kadi, a marketer turner stylist.
Marriam Mossalli and Ibrahim Basha
The iconic silhouette of the Continental 80 is given a reboot with minimal tweaks to the archived sneaker. The striking sneaker is taking the silhouette to the next-level with sleek lines and colour-blocking elements.
Moiyad Baghdadi and Lama Akeel
The campaign was shot by Nada Hakeem, co-founder of The Loft ME, a creative studio based in Jeddah. Rana Saab, a well-known celebrity stylist and founder of Mirror Image Consulting styled the shoot.
Press play to go behind the scenes with our cover star Maya Diab.