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A New Expression of Sport, Travel and Culture
Adidas and Saudi Airlines set out to introduce a new collaboration to the region in a way that felt meaningful, premium and culturally relevant. The ambition was to move beyond traditional merchandise and create a standout experience that connected sport, travel and lifestyle, whilst driving both physical engagement and social reach.
Solution
#MadeToFly turned a travel insight into an unforgettable brand experience at Boulevard World. A striking bespoke suitcase installation became the gateway to a world-first collaboration between a global sports brand and a national airline, bringing flight wear to life through elevated storytelling. Blending immersive design, curated product moments, and narrative-led retail, the experience extended far beyond the physical space, fuelling social reach and cultural online relevance.RESULTS
- Created a culturally relevant, high-impact retail experience in Riyadh- Positioned the collaboration as a new expression of sport, travel and lifestyle- Delivered a scalable idea that connected physical retail with social amplification
Client: Adidas x Saudi Airlines
Roles: Creative Director, Experience Design, Production & Delivery
Disciplines: Experiential Marketing, Retail Design, Product Storytelling