adidas Originals Launches The Loomhood Collection Across the MENA Region
adidas Originals unveils The Loomhood Collection, a limited-edition release that reimagines two of its most iconic silhouettes—the Samba OG and Handball Spezial—through the lens of regional craftsmanship. Inspired by heritage neighbourhoods in Dubai, Riyadh, and Cairo, the collection officially lands in stores on April 21 across Dubai and Riyadh, followed by a release in Cairo on April 24.
To mark the launch, adidas will host a two-day pop-up experience at Dream Girls Tailor in Al Fahidi, Dubai, on April 19 and 20. Visitors will have the opportunity to shop the collection early, explore the family-run tailoring shop, and experience the roots of the craftsmanship that helped shape the collection. This activation sets the tone for a series of in-store experiences across the region. From April 21 to 30, Dubai Mall and Riyadh Park Mall will feature customization stations, while Maison 69 in Cairo will carry the collection from April 24 to 30. Customers who purchase a pair of Samba OG or Handball Spezial sneakers during this period will receive a complimentary Loomhood customization and exclusive country-inspired laces.
The heart of The Loomhood Collection lies in its storytelling. Each sneaker features laces inspired by traditional textile techniques, embroidery detailing of neighbourhood names, and the exact coordinates of the artisans and communities they pay tribute to. This release is more than just a fashion drop—it’s a celebration of local craftsmanship, cultural identity, and community.
In Dubai, the spotlight falls on Al Fahidi, one of the city’s oldest cultural districts, known for its tailoring heritage. The collection was created in partnership with Dream Girls Tailor, a shop that’s been part of the neighbourhood for over four decades. The UAE edition features laces inspired by Talli, a traditional Emirati craft that weaves cotton or silk with metallic threads. The result is a subtle, shimmering detail that connects past and present through design.
In Riyadh, the focus is on Diriyah, a historic district known for preserving Saudi Arabia’s artisanal legacy. The design highlights Sadu weaving, a traditional Bedouin craft characterised by geometric motifs and earthy tones. The laces pay homage to master weaver Rashidah, whose three decades of experience in Sadu embroidery lend authenticity to the pair. The launch also aligns with Saudi Arabia’s ongoing celebration of its Year of Handicrafts and cultural preservation goals under Vision 2030.
In Cairo, the collection turns to El-Khayamiya, a quarter famed for its vibrant appliqué work found in the city’s historic markets. The Egyptian edition includes laces inspired by Khayamiya, a centuries-old craft marked by colourful swirling patterns. This design honours the legacy of Mohsen Shaaban, a local artist who has practised Khayamiya for over 55 years and continues to pass on his techniques to future generations.
Each design in The Loomhood Collection was developed in consultation with Dr. Reem Tariq El Mutwalli, founder of The Zay Initiative, to ensure cultural integrity and authenticity in every detail. The result is a collection that seamlessly blends global sneaker culture with regional storytelling, celebrating community through craft.
