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A campaign focused on bringing the adidas’ vision to life – which was aimed at celebrating and paying homage to authentic food venues and people who play an important role in the fabric of their community.
It’s no secret that local restaurants have come to represent the heart and soul of the world’s most iconic cities. For years, beloved culinary hotspots have cultivated tight-knit communities through food, hospitality and unique ways of telling stories. That’s exactly why for the launch of its adilicious sneaker series, adidas Originals celebrated the thriving food cultures of some of the world’s largest metropolises –working directly with the owners of pioneering restaurants.
2022 MEPRA Award winner for
Best Fashion or Beauty Campaign (Gold Winner)
Best Retail Campaign (Gold Winner)
Best Use of Media Relations (Gold Winner)
Sandra Jarjoura & Razan Karim, Red Havas ME
Sandra Jarjoura, Sr. Communications Executive Fashion/Lifestyle at Red Havas ME
Sandra has over 4 years of PR experience – where she started her career at Red Havas as an intern in 2018 and has since transitioned to a senior communications executive. Sandra has played a critical role in delivering quality work and results for a portfolio of global clients spanning various industries from fashion and lifestyle to F&B. She has managed and handled a number of internationally-recognized brands and events, including the launch of the adidas x Ravi Restaurant campaign, FIFA World Cup Official Match Ball, FIFA World Cup 2022, the official launch of FILA in the Middle East, and adidas Originals’ first influencer campaign in the Metaverse. As a result of working with different brands, Sandra gained a comprehensive understanding of the importance of the different tones of storytelling and PR with respect to culture and trends.
Razan Karim, Sr. Communications Director Fashion/Lifestyle/Hospitality at Red Havas ME
Within a decade of working in the Middle East’s ever-evolving communications field, Razan has gathered thorough agency experience servicing a wide range of clients across key industries – including major global players. Today, she works with an understanding of the trends and cultural influences impacting consumer mindsets and behaviours in this particular region, and has simultaneously developed strong relationships with fashion, lifestyle and hospitality media and influencers.
Having been with Havas PR since 2016 after working at Leo Burnett, Razan now oversees Havas’ luxury fashion, lifestyle and hospitality communications department and portfolio of brands.
Date & Timings
5th April 2023, 12:30 PM-1:30 PM GST