Adidas has introduced the Adizero Desert Runner collection, a tribute to the resilience and beauty of the Arabian desert. To mark this unique launch, the brand unveiled a breathtaking 100-meter anamorphic art installation at Al Madam in Sharjah, designed by celebrated earth artist David Popa. The limited-edition running shoe draws inspiration from the desert’s rugged landscapes and serene oases, symbolizing endurance, adaptability, and the spirit of runners who embrace challenges with determination.
In collaboration with Havas, Adidas enlisted David Popa to bring this vision to life. Renowned for his monumental, site-specific earth murals, Popa transforms natural terrains into masterpieces that harmonize with their surroundings. His work for this launch captures the essence of the desert while spotlighting the innovative design of the Adizero Desert Runner collection.
This campaign not only celebrates the artistry of the desert but also positions the new collection as a perfect companion for modern runners navigating diverse terrains. His work celebrates the beauty of nature, creating striking visual experiences that highlight the power of place. Popa’s artwork is not just visually arresting; they are a statement about environmental appreciation, expressing the intersection of art and nature.
For the activation, Popa designed a 100-meter-wide anamorphic art piece in Sharjah’s Al Madam desert, reflecting the bold essence of Adidas’ Adizero Desert Runner shoe. Built over nine days by a team of three, the piece used eco-friendly materials to capture the desert’s raw beauty and the shoe’s connection to nature. The artwork emphasizes the brand’s dedication to resilience, sustainability, and the dynamic spirit of runners.
“Art in the desert is a language of its own, The sand, the light, and the infinite horizon come together to form a canvas unlike any other. With this artwork, we’re celebrating the desert’s beauty and its unique energy. The Adizero Desert Runner mirrors this spirit—resilience, movement, and a deep connection to the land,” said David Popa.
“The desert represents boundless potential and discovery. The Adizero Desert Runner is designed to mirror that spirit—durable, adaptable, and encouraging runners, launching this exclusive design alongside an art piece inspired by the desert’s unique energy highlights the potential for impact that each runner can have in the region,” said Bilal Fares, Senior Vice President and General Manager of adidas EMC.
