ABLA FAHITA AND ADIDAS UNITE TO END PLASTIC WASTE
The Stan Smith sneaker created by adidas has always symbolized success, comfort, and most importantly, serves as a universal item. Throughout the past several decades, the Stan Smith sneaker enabled the reevaluation of just what an athletic shoe is, and what it still could be. And now, the meaning behind the sneaker carries with it a more profound angle, as it serves to be a sustainable item as well, being made with 50% recycled content in coordination with PRIMEGREEN.
In a spectacular and unique local collaboration between adidas and Abla Fahita, a campaign is underway that started with a teaser trailer, where it showed Abla’s hair turned green. After the sneak peek, the local press and fans immediately started to wonder in awe and question what this was about, with the hashtag #الأرملة_والشعر_الأخضر circulating. Only for the mystery to be revealed through the photoshoot by @adidasmena of Abla Fahita’s green hair and the Stan Smith sneaker joining together, sharing with the rest their joint efforts to tackle plastic waste management.
In a video interview showcasing the participation between adidas and Abla Fahita, as they discuss their encouragement and promotion for a more green and continuous approach towards sustainable development, adidas and Abla Fahita take on an informative and hilariously styled interview regarding sustainability, and putting an end to plastic waste. The comical manner in implementing the campaign brings out Abla’s original character, but with a blend of education and inspiration. “They were honestly conflicted between me and Mo Salah, but me with my cunning wittiness, convinced them that there was no way Mo could dye his hair green, and look this cute,” said Abla.
This initiative comes as part of the sustainable and eco-friendly ambitions by adidas to end plastic waste worldwide, with the hashtags #EndPlasticWaste, #StanSmithForever, and كفاية_بلاستيك#. In order to shine a light on the brand’s commitment for a sustainable environment, a discount will be available on a brand-new Stan Smith sneaker once you provide 10 bottles at the branches situated in CFC or MOE.
