This is not a CGI campaign. Havas Creative Middle East has created an activation, of eye-catching visual illusions to launch adidas’ Adizero Desert Runner collection. The exclusive running shoe is crafted with the region’s rugged beauty at its core. The campaign is a stunning tribute to that – adidas’ first-ever anamorphic art piece in the UAE.
The limited-edition sneaker, with its distinct colour palette, is designed to capture the resilience, adaptability, and tenacity of runners who push beyond limits, embracing new frontiers. The activation’s eye-catching visuals were created by American artist, David Popa, known for his large-scale, site-specific creations. Popa transforms natural landscapes with awe-inspiring earth murals that blend artistry with the surroundings. His visually arresting artworks are also a statement about environmental appreciation.
For this activation, Popa created a 100-metre-wide anamorphic art piece in Sharjah’s Al Madam area, one of the UAE’s most iconic desert landscapes. Constructed by a team of three artists and technicians over nine days, the structure underlines the appeal and versatility of the Adizero Desert Runner shoe – bold, dynamic, and rooted in the natural world. The shoe is crafted from eco-friendly and recyclable materials; the artwork captures the raw essence of the desert while symbolising the shoe’s connection to the land and its active pursuit of runners.
“Art in the desert is a language of its own,” Popa commented. “The sand, the light, and the infinite horizon come together to form a canvas unlike any other. With this artwork, we’re celebrating the desert’s beauty and its unique energy. The Adizero Desert Runner mirrors this spirit—resilience, movement, and a deep connection to the land.”
Bilal Fares, senior vice president and general manager of adidas EMC, added, “The desert represents boundless potential and discovery. The Adizero Desert Runner is designed to mirror that spirit—durable, adaptable, and encouraging runners. Launching this exclusive design alongside an art piece inspired by the desert’s unique energy highlights the potential for impact that each runner can have in the region.”
More pieces, including a short documentary, will be released in the upcoming days.
