Adidas is one of the largest and most famed sportswear companies. Over the years, Adidas has advanced its niche incorporating different industries and areas. It has also emerged as one of the best co-create industries. On many accounts we have witnessed Adidas tapping into newness and creativity, going beyond its own designs and mind-set. Welcoming new ideas and accepting other brands, infusing new talent with its established brand identity is what Adidas is known for. Just like its previous venture with the famous Dubai based restaurant Ravi, Adidas is looking for new partnerships. Adidas and henna, a fusion of trendy and traditional is going to be the new look for the Adidas sneakers.
Adidas and Henna
Henna designs or henna tattoos are very popular in South Asia and Middle East. On special occasions, women adorn their hands and feet with henna tattoos. It gives off a traditional vibe, no matter how trendy you become, henna is going to stay with us, evolving with time and era.
Lately, Adidas has been taking keen interest in UAE culture and traditions. The brand offered partnerships to the talented and skilled people of UAE and anyone who can bring value to the company. Adidas is giving a chance to people to showcase their skills and brings innovation to their products. This time, Adidas is said to have partnered up with chiropractor and henna artist Azra Khamissa.
Traditional henna is popular in the Middle East, North Africa, and parts of Asia, where it is a part of local culture. It usually depicts shapes, patterns, and flowers. Azra Khamissa, on the other hand, wants to bring henna into the mainstream.
.#henna #hennaart #hennadesign pic.twitter.com/kmGVUZUiBB
— halalweekly (@halalweekly) December 27, 2021
Azra Khamissa is a famous henna artist and her 150,000 Instagram followers are a witness to that. She used her henna designing skills on three pairs of Adidas sneakers that are to be displayed at The Dubai Mall.
— MuslimWomensCouncil (@MWC_Bradford) July 24, 2022
Khamissa said while sharing the experience with the world “Adidas reached out to me and presented the concept of designing henna on shoes.” She added “They were very happy to let me do whatever I thought was beautiful.”
A perfectionist in her field, Azra Khamissa also thought it would be an easy task, only it wasn’t. “I was experimenting with different types of henna, seeing how it would work on leather, seeing how it would stain, there was a lot of research.” She added “It was challenging, as when the henna is really thick it would peel. The white leather would stain immediately so there was no room for error at all. But it was great fun to work with the architecture of the shoe.”
People have showed excitement toward this upcoming partnership. Although, the henna designed sneakers are not available for purchase but you never know, the hype and popularity might lead the company to put it on sale as soon as possible.