Adidas’ latest campaign, ‘Club Originals’, showcases a fresh lineup of fearless creators who are revolutionizing the creative scene in the Middle East. From the mesmerizing sounds of Disco Misr, the Cairo-based Egyptian DJ trio who transport listeners to a nostalgic era of oriental, disco and funk combined with electronic sounds, to Almas, the Emirati-Egyptian singer-songwriter who is making waves across the region with her powerful voice, the campaign is an ode to the new generation of future-gazing creatives.
As part of the campaign, Disco Misr and Almas have teamed up to create an exclusive collaboration, where they recreate one of the region’s most iconic Arabic tracks, ‘Mabsota’ by Simone Philip Kamel, using adidas’ Club Originals brand codes. The debut single is accompanied by a regional campaign film that takes viewers on a celebratory music journey, fusing nostalgic codes and modern trends in a tribute to the unique identity formed amongst the region’s youth. The Club Originals campaign is all about sparking creativity and inspiring the next generation of innovators to proudly showcase their heritage while pushing boundaries.