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JD Sports and adidas lead with local culture in their ‘SMU campaign'
JD Sports and adidas lead with local culture in their ‘SMU campaign'

Campaign ME

time09-06-2025

  • Entertainment
  • Campaign ME

JD Sports and adidas lead with local culture in their ‘SMU campaign'

JD Sports fashion and adidas' partnered for a nostalgic campaign driven by culture-first storytelling and a clear goal to connect with the region's youth through an authentic lens. This campaign brought the story closer to home. 'Our insights highlighted the strong performance of localised campaigns in the region, consistently showing deeper consumer engagement and stronger results. This reinforced the importance of crafting a narrative rooted in local culture – something that feels familiar, authentic, and relevant to our audience,' said Eugene Karasev, adidas Senior Brand Director, EMC. As a result of this approach Mehak Nanda, Brand Marketing Manager, GMG found that, 'The campaign sparked a sense of nostalgia among younger audiences, even those who hadn't grown up in Dubai, highlighting how shared cultural aesthetics across the Middle East can create emotional connections across generations.' The campaign rollout spanned JD's social platforms, META ads and in-store touchpoints, including digital screens and POSMs across the UAE, Saudi Arabia, Egypt, Bahrain and Kuwait. It targeted Gen Z and young adults (ages 13–30) in the UAE, especially those passionate about streetwear, sneaker culture, and lifestyle fashion, with a strong inclination toward brands that reflect their identity and environment. Many are digital natives who value authenticity over aspiration. The creative approach reflects that energy. To bring the story to life, the team developed 'The Neighbourhood' – a fictional but familiar setting inspired by youth culture in the region. Shot in a heritage-style Dubai neighbourhood, the visuals capture raw textures and tones that feel culturally rooted and visually compelling. The storyline follows a local artist navigating the city in standout adidas sneakers, crossing paths with a cast of creatives who appear throughout. The campaign zeroes in on JD's exclusive styles – known as SMUs. 'The narrative was shaped by the first-hand stories and lived experiences of third culture kids – those who grew up in old Dubai, spent time in its backstreets, and witnessed the city evolve around them. This was a passion project and a localised campaign launch fuelled by memory, community, and a genuine desire to portray the region in its truest form,' says Nanda. View this post on Instagram A post shared by JD Sports Middle East (@jdsportsme) Influencers were carefully selected for their connection to local communities and relevance within the adidas originals universe. The campaign featured a mix of regional micro-influencers – from artists and athletes to fashion creatives – selected for their genuine ties to community and culture. The result was bold, energetic content that reflected the sneaker culture through the lens of music and sport as well as regional identity. 'Influencer marketing played a key role in the campaign. The cast featured a curated group of local micro-influencers – spanning music, fashion, and multisport – who are well-known within their communities. These talents were chosen not only to reflect adidas Originals' deep ties to culture and creativity but also to ensure the campaign felt grounded in the region, bringing an added layer of authenticity and local relevance to the storytelling,' said Karasev. 'We handpicked a diverse mix of talent from the local community – it wasn't about influencer reach but about authentically highlighting JD's connection to music, fashion, and art in the region. We also created some fun behind-the-scenes content, styling reels, and location shoutouts (rolling out soon!) to further amplify the community-first message,' says Nanda. At the same time, the partnership focused on converting that awareness into sales by creating demand through impactful, locally resonant storytelling. According to Karasev, the primary goal of the campaign was to drive awareness around adidas and JD exclusives, positioning them as must-have drops within the region. 'The campaign was driven by JD's reputation for exclusive product offerings – known as SMUs – which are spotlighted through their signature 'Only at JD' callouts. These styles are central to JD's global and regional success and consistently resonate with consumers, yet there's often limited content to support them,' says Karasev. 'With both JD and adidas' growing footprint in the Middle East, this partnership presented a timely opportunity to spotlight adidas SMUs through a fresh, localised lens. The goal was to craft premium, bespoke content that not only captures the essence of both brands but also speaks directly to our regional audience. By delivering an always-on content approach across our partner's channels, the campaign reinforces the message of exclusivity while driving demand and differentiation in a highly competitive market,' said Karasev. 'Rooted in the streets of our region, it brings together adidas Originals' spirit of individuality with JD's 'King of the Streets' attitude,' says Nanda. The campaign is currently live across all JD stores and will run until the end of June 2025. It was launched across JD's social channels, META ads and in-store platforms, including POSMs and digital screens across key regional markets – UAE, Saudi Arabia, Egypt, Bahrain and Kuwait. 'While the campaign is still live and the full report is in progress. We're primarily tracking reach and sell-through as key performance indicators,' said Karasev. As the market continues to demand deeper, more meaningful connections, this campaign suggests one thing loud and clear – when it comes to exclusivity, context is everything.

Adidas, Egypt's Al Ahly FC rally for FIFA Club World Club glory with new campaign
Adidas, Egypt's Al Ahly FC rally for FIFA Club World Club glory with new campaign

Campaign ME

time09-06-2025

  • Entertainment
  • Campaign ME

Adidas, Egypt's Al Ahly FC rally for FIFA Club World Club glory with new campaign

Adidas has marked another defining moment in its long-standing partnership with Egypt's Al Ahly FC football club by launching a new chapter of its 'You Got This' campaign. The new campaign — anchored in a cinematic short film — captures the emotional pulse of the club's journey to the FIFA Club World Cup 2025. From the El Tetsh Stadium to the final send-off in Cairo, the film highlights moments of support from coaches, teammates, and supporters — showing how belief from the sidelines can carry players across continents. It ends with a powerful moment of belief from club captain Mohamed El Shenawy, echoing the campaign's rallying cry: 'You Got This.' In conversation with Campaign Middle East, Eugene Karasev, Senior Brand Director, adidas EMC, revealed how the You Got This campaign is being advertised in Egypt. He revealed that Havas Middle East was the agency behind the You Got This campaign. Karasev said, 'We've got 46 faces across Cairo, covering the city from East to West. across the ring road, 6 October bridge, Suez road, and the Alex desert road. We're covering prime locations that lead to the natural traffic route of people coming and going from Zayed to New Cairo and back, and will have strong presence for people headed to the North Coast for eid and summer. He added, 'When it comes to digital, we've got a strong amplification plan across all paid social channels, and will reach more than 15 million people in Cairo, Alex, North Coast and Matrouh. We will also be doing a takeover of Score365 during all Al Ahly games, with push notifications and game countdowns, in addition to a CTV takeover ahead of Al Ahly's first game on all LG and Hisense screens.' Rooted in adidas' belief that positivity and belief can change the game, the You Got This campaign celebrates the relentless spirit of Al Ahly FC — a team built on unity, heritage and the voice of its supporters. The campaign also aligns with adidas' global efforts to foster positive influence in sport, as recently revealed in its 'Sideline Effect' study — a global initiative aimed at empowering coaches, parents, supporters and teammates to help make athletes believe 'You Got This'. In tandem with the campaign, adidas has also unveiled the 2025/26 Al Ahly home kit, which will be worn on-pitch during the FIFA Club World Cup 2025. The latest football jersey was launched across Egypt, Saudi Arabia and the UAE with the work and the social media platform push on adidas arabia and Al Ahly FC brought to life by Crème de la Cairo. A nod to the club's iconic 2006 tournament appearance, the jersey features heritage-inspired graphics, modern performance technology, and a proud tribute to its title as 'Club of the Century' on the back collar — a reminder of the legacy that powers every step forward. Commenting on the campaign, Mohamed El Shenawy, Al Ahly FC Captain, said, 'Wearing this badge means carrying the hopes of millions. What fuels us isn't just training or tactics — it's the belief of our people. That belief… it's everything.' Wessam Abou Ali, adidas ambassador and Al Ahly FC Forward player, added, 'This campaign is about showing how support — from the supporters, from the community, from each other — can push athletes to greatness. Al Ahly's story represents more than a club; it's a movement powered by belief. That's the essence of 'You Got This'.' Mo Hany, adidas ambassador and Al Ahly FC Right-back player, said, 'When you hear your name from the stands or feel that support during the tough moments — that's what lifts you. This campaign reminds us all that belief isn't just personal — it's shared. And it makes all the difference.' The new kit will be available today on and at select adidas stores across Egypt, Miami, Saudi Arabia, and the UAE. CREDITS: Client: adidas / Al Ahly FC Agencies: Havas Middle East and Crème de la Cairo

Dubai Lynx 2025: Celebrating Creative Excellence in the Heart of MENA
Dubai Lynx 2025: Celebrating Creative Excellence in the Heart of MENA

What's On

time26-02-2025

  • Entertainment
  • What's On

Dubai Lynx 2025: Celebrating Creative Excellence in the Heart of MENA

The Dubai Lynx Awards 2025 is just a few weeks away… Dubai's vibrant creative scene is gearing up for one of the most anticipated events of the year – the Dubai Lynx Awards Ceremony, set to take place on Wednesday April 9 at the prestigious Emirates Golf Club. As MENA's leading platform for creative excellence, Dubai Lynx is a glittering celebration of the advertising and marketing industry's finest talents, recognizing outstanding achievements that push creative boundaries and redefine brand storytelling. This year, sportswear giant Adidas has been named the Advertiser of the Year in recognition of its groundbreaking campaigns that have captivated audiences across the region. With a track record of award-winning work, including the acclaimed 'Liquid Billboard' and 'The Female Field,' adidas continues to lead with purpose-driven creativity that resonates with global and local communities alike. The award will be accepted by Eugene Karasev, Senior Brand Director, adidas EMC, at the ceremony. Adding to the night's prestige, Chafic Haddad, Chief Creative Officer of VML MENA , has been named the Advertising Person of the Year . With a career spanning two decades, Haddad has played a pivotal role in shaping the advertising landscape, leading campaigns that have garnered global recognition, including Saudi Arabia's first-ever Cannes Lions Grand Prix win. His influence continues to elevate the region's creative industry to new heights. With industry leaders, visionaries, and creative powerhouses gathering under one roof, the Dubai Lynx Awards promise an unforgettable evening of inspiration and celebration. Whether you're an industry insider or simply a fan of creative storytelling, this is one event that reaffirms Dubai's status as a hub for world-class innovation and entertainment. For more details on the awards and event, visit . Dubai Lynx on LinkedIn. Dubai Lynx on Instagram Images: Supplied > Sign up for FREE to get exclusive updates that you are interested in

Dubai Lynx names Adidas as the 2025 Advertiser of the Year
Dubai Lynx names Adidas as the 2025 Advertiser of the Year

Campaign ME

time13-02-2025

  • Business
  • Campaign ME

Dubai Lynx names Adidas as the 2025 Advertiser of the Year

Dubai Lynx, MENA's leading platform for creative excellence and effectiveness, has revealed Adidas as the Advertiser of the Year for 2025 today. The accolade recognises brands that have set themselves apart through innovative marketing campaigns and a commitment to embracing outstanding creative work produced by their agencies. The Advertiser of the Year Award will be presented to Eugene Karasev, Senior Brand Director, adidas EMC, at the Dubai Lynx Awards Ceremony, taking place at the Emirates Golf Club on Wednesday, 9 April. Philip Thomas, Chairman, Dubai Lynx, said, 'The Advertiser of the Year Award recognises creative excellence, demonstrating the business value of creative communications. Adidas has consistently demonstrated a deep understanding of the power of creativity to engage consumers and inspire meaningful connections. Its campaigns not only push creative boundaries but also set benchmarks for effectiveness in the MENA region and beyond. Congratulations on this much-deserved win – we are delighted to recognise adidas's remarkable achievements.' Ian Fairservice, Vice Chairman, Dubai Lynx, added, 'Adidas exemplifies what it means to be a bold and forward-thinking advertiser in today's dynamic landscape. Its ability to tell powerful stories through innovative marketing has resonated with audiences across the MENA region. It's an honour to celebrate its contributions to the creative community.' Adidas has consistently demonstrated creative excellence across the region and globally, earning 43 Awards across Dubai Lynx and Cannes Lions over the past three years, including eight Grands Prix across seven categories. Among its most acclaimed campaigns, 'Beyond the Surface', developed in collaboration with Havas Middle East, stood out for its outstanding filmmaking and cultural sensitivity, earning the Grand Prix in Film Craft at Dubai Lynx 2022. Likewise, 'Liquid Billboard', also created in partnership with Havas Middle East, took home the Design Grand Prix at the 2022 Dubai Lynx Awards. In 2023, Adidas reinforced its creative leadership, securing 11 Lynx Awards, including the Integrated Grand Prix for 'adidas X Ravi' and two Grands Prix – Entertainment and PR – for 'The Ravi Superstar' – a campaign that exemplified adidas's innovative storytelling. The campaign also won the Creative Strategy Grand Prix at Dubai Lynx in 2024. Most recently in 2024, 'The Female Field' was awarded the Grand Prix in Glass: The Award for Change, recognised for its powerful impact on gender representation. These achievements reflect adidas's ongoing commitment to pushing creative boundaries and delivering culturally resonant campaigns in the MENA region. Speaking about the Award, Eugene Karasev, Senior Brand Director, adidas EMC, commented: 'At adidas, we believe that through sport we have the power to change lives. We are very proud to be named the Advertiser of the Year at Dubai Lynx and treat it as a testament to the bold ideas and community impact we strive to create.' Karasev added, 'Over the years, Dubai Lynx has provided a platform to celebrate the region's creative excellence, and we're proud to be recognized among brands that are shaping the future of marketing and communication. This award is dedicated to everyone who has helped push the boundaries of sport, culture, and storytelling with adidas.' The presentation of the 2025 Dubai Lynx Advertiser of the Year Award will take place during the Dubai Lynx Awards Ceremony at the Emirates Golf Club on Wednesday 9, April.

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