Craft and art direction by Shift Lab & You, in collaboration with Havas Middle East, for The Desert Runner, Adidas case study.

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To launch a region-exclusive Adizero inspired by the Arabian desert, Adidas turned the land into a canvas. In the heart of Sharjah’s dunes, artist David Popa created a 100-meter-wide anamorphic portrait celebrating resilience, identity and the power of movement.