The sportswear brand is known for making special editions for local markets.
Adidas is launching a thobe, featuring its iconic logo and three stripes down the sides.
For the uninitiated, a thobe is a long-sleeved, ankle-length traditional robe worn by men in the Middle East.
The sportswear brand has a reputation for localising products to appeal to local customers . Its adidas Superstar Ravi shoes were a collaboration with one of Dubai’s oldest restaurants and quickly sold out.
It also released a special edition Jumeirah shoe earlier this year.
Now adidas has revealed plans for a thobe, which has just been showcased in Paris by French artist Emile Samory Fofana.
“We developed a functional football qamis for you to be as comfortable on the pitch as on a prayer mat,” he wrote on his Instagram page.
He added that he started developing the product a year ago with the adidas football team.
But the thobes won’t be on general sale to the public yet. For starters, they will be given to the artist’s friends and family and hopefully be mass produced after that.
“Now it’s in your hands and I can’t wait to see you wearing it. The first drop will be only for friends and family, but if you are interested, send me a DM,” he signed off.
Adidas is keeping with tradition by creating classic white thobes, but adding an elgant gold logo to the front.
Images shared on the thobe creator’s Instagram posts show a group of men proudly wearing the garments while playing football, posing in gyms, and standing in front of mosques.
Adidas aren’t the only brand localising some of their products. Nike has been doing its bit for women in the region by developing the Nike Pro Hijab and a range of swimwear that caters to hijab-wearing women. And just last year, rival brand Puma launched a Dubai-inspired suede sneaker that paid homage to the city.
DSCVR: Adidas has launched its own thobe. @emilesamory @adidasdubai
