While I am not one for expensive sneakers, these ones have caught our attention. However, getting our hands on a pair may be a challenge.
Adidas has collaborated with the iconic Pakistani restaurant of UAE, Ravi, for a limited edition green and white sneaker, in what could possibly most important fashion collaboration of the year. One of the world's biggest sportswear companies is coming together with a community restaurant. Of course, the great thing about it is the Pakistani element. Not only does it pay homage to a Dubai instituition, it is certainly a nod to the cultural contribution and significance of Pakistan to communities around the world.
The special edition Superstar Ravi colourway references the Pakistani heritage of the owners. It features a custom sock liner with a hand-drawn map design signifying the meaning of the name Ravi, meaning ‘river’, which is in Northeastern Pakistan. The heel tab branding includes the year Ravi opened alongside the name in English and Arabic on either shoe, as well as three sets of laces in green.
A Pakistani Family Owned Icon in Dubai
Founded in Dubai as a family-owned business in 1978 by Chaudary Abdul Hameed, Ravi Restaurant has served as a hub for the South Asiaan diasportaand local families, friends, and creative communities to come together. The culinary destination is a must-visit hotspot for tourists, locals, expatriates, and celebrities, including Snoop Dogg, Bollywood stars, world-renowned cricketers, One Republic, and Craig David, amongst others.
“My family has worked hard to bring Ravi to where it is now; it has become more than just a restaurant with staff and customers. It has become a home that many grew up with,” Ravi founder Chaudary Abdul Hameed. “To say that Ravi had a humble beginning and is now representing Dubai as a key city with adidas is a milestone to celebrate”, he added. Currently, the restaurant is managed by Chaudary’s sons – Waqar, Waseem, and Waheed Abdul Hameed.
The Six Hero Dishes
The restaurant owners hand-selected six ‘hero’ Ravi dishes - mutton Peshawari, chicken biryani, chicken tikka, daal fry, Karak chai, and Punjabi lassi - which have been added to the tongue of the sneakers with English on one side and Arabic on the other.
“Each pair of shoes are delivered in a special edition takeaway style box and comes with a detachable hangtag featuring the restaurant’s logo,” said the brand.The collaboration with Ravi hopes to celebrate community-focused culinary hotspots in cities worldwide as part of the brand’s recently-launched ‘adilicious’ campaign.
What is adilicious?
The adilicious campaign works directly with 11 owners of pioneering restaurants. “Covering 11 restaurants in 11 cities, the series presents 11 culinary-inspired silhouettes, all driven by the mantra – authentic food, real people, fresh sneakers,” the brand said.
The design of the shoes tells the story of each restaurant. It pays homage to venues and people who play an essential role in the fabric of their communities.
This is by far the most exciting campaigns to come out of a major brand. Can't wait to find out what the other cities and restaurants are going to be!