INSITE OOH Media Platform

The new Adidas Hyperboost Edge Dubai campaign is front-and-centred through a large-format digital OOH placement, capturing race-track energy in the middle of the city.

Hyperboost Edge is the first super trainer by Adidas without the plate, aimed at runners looking for progression without the stiffness usually associated with plated designs. The Hyperboost Edge launched globally earlier this year as a new entry in Adidas' road-running range, focused on maximum cushioning, energy return, and lightweight design. This silhouette features a Hyperboost Pro midsole, PRIMEWEAVE upper, and LIGHTTRAXION outsole without the plate or any stiffening technology.

Design and Visual Approach

While focusing on performance, the oversized design of the silhouette gives lots of visual cues to play with in the campaign. This makes the shoe a key element of the large-format placement in Dubai, featuring the white and red colorway, and the black and white one.

In the Dubai creative, this performance theme is shown through a fast-paced collage where product shots are paired with runners in action and athletes' portraits. The name of the running shoe is boldly displayed across the billboard. In the centre, the Arabic translation of the line "Run Stronger" adds to the localized impact of the campaign, alongside "Available Now in Adidas Stores."

A Shift From Static to Movement

The fashion wear campaign does not treat the shoe as a product that stands alone, but rather treats it as movement, quite different from Adidas' static approach in their previous OOH ad. The use of cropped figures, exaggerated shoes, and different scales makes the design look like frames from a training session, with the limited use of white, grey, black, and red allowing focus to stay on the Hyperboost Edge.

Scale and Placement

The size does the rest of the job, wrapping the shoe around the huge digital screen in Dubai's urban environment, with skyscrapers in the background and fast-moving cars creating a fitting stage for the new running shoe.

This is also the platform Adidas uses to launch a shoe meant not just for dedicated runs, but for people who move through busy, multifaceted days. With Hyperboost Edge appearing throughout the design and the product showcased from every angle, the message is hard to overlook.

Adidas' new campaign flew on Dubai's digital screens in the third week of August.

Adidas Stock Performance

As the Hyperboost Edge campaign runs across Dubai's digital OOH network, Adidas AG shares (Frankfurt Stock Exchange: ADS.DE) are trading at €153.95, down 2.28% on the day as of the latest close. The stock's market capitalization stands at €27.58 billion, with a trailing dividend yield of 1.78%. Shares have moved -6.14% over the past 365 days, underperforming broader global markets. Adidas's push into new performance-driven silhouettes like the Hyperboost Edge, backed by high-visibility campaigns across key retail markets such as the UAE, comes as the brand continues to compete for share in the global running category alongside Nike, Puma, and On Holding.