01 adidas - The Desert Runner

What happens when you launch a running shoe in one of the harshest places to run on Earth? You make it unforgettable.
To celebrate the spirit of Middle Eastern runners, we created The Desert Runner — adidas’ first-ever shoe inspired by the desert. But this wasn’t just a drop. It was a defiant stand against digital fakery.

We partnered with earth artist David Popa to craft a 100-meter artwork in the middle of the dunes. No computers. No green screens. Just 300 hours of battling the elements with 5 tons of materials, 8 tubes of sunscreen, and a dream that looked impossible on paper.

This wasn’t just media. The desert was the medium.

The artwork became a symbol of perseverance for runners across the region. Influencers trekked out. Athletes got inspired. And the world noticed.

+350% surge in interest in running
165M people reached
#1 most engaging content on adidas global channels

Proof that the toughest terrain makes for the strongest stories.
And that in running, and creativity, there are no shortcuts.