Food transcends language and borders – an old South-east Asian saying goes the way to someone’s heart is through their belly. Then it comes as no surprise that food is the most preferred ice-breaker, a tool not only to curb hunger but to bring people together as one. Whether it comes to grand conventions or Street fashion, authentic, heart-warming flavors can do wonders. Thus, Adidas, the global giant known primarily for its sportswear and sneakers, is collaborating with 11 community-focussed eateries from around the world for its new limited-edition collection, the superstar-silhouette Adilicious sneakers!
This culinary experiment is not new in the world of fashion – every industry has reached the realization that there is something peculiarly homely about food. Brands like Fila and Nike have already explored such hearty collaborations in the past. However, as Adidas tests these new waters, already having a grand legacy that tags along with the brand name, something promising cooks.
For its first limited-edition culinary collaboration for Adilicious, the sports giant has paired up with the heart of Dubai’s food scene – an authentic Pakistani restaurant called Ravi, located in the miracle city’s At Satwa. Famous for its signature chicken-tikka and dal fry, the colors of the restaurant are white, off-white and green. These hues are, in fact, the face of the new Superstar Ravi sneakers. The year the eatery opened is mentioned on the opposite heel tabs; written along are the Arabic and English names of the restaurant.
A hand-drawn map of River Ravi, the very water body the restaurant is named after, sits on the liner. The Adilicious sneakers, Dubai version, display Ravi’s six most beloved dishes on the inside of the tongue.
This tribute goes live on June 23rd! The limited-version sneakers will be available online, and offline in select Adidas stores located in Dubai.
This is the very first result of the collaboration in the series of 11. Which Food meets Footwear variations do you think Adidas will reveal next?
If you somehow got your hands on this limited-edition pair, you need to learn how to make a fortune by reselling sneakers!