During Dubai Marathon week, adidas tapped into this universal pre-race tradition and turned it into a cultural moment. Introducing ADIZERO Pasta: a limited-edition ravioli inspired by the silhouette of the Adizero EVO SL.
 
Crafted in collaboration with local artisans at Sagra Italian Pastificio, each piece of pasta became a tribute to performance – designed, prototyped, and produced with the same attention to detail as the shoe itself.

Despite not being an official marathon sponsor, adidas hijacked the conversation by showing up where it mattered most: within the community. Through a city-wide partnership with Careem, ADIZERO Pasta was delivered across Dubai, transforming a niche runner ritual into a shared urban experience.

From product design to delivery, from identity system to social rollout, every touchpoint was built to feel authentic, desirable, and culturally relevant.

Because sometimes, the most powerful way to connect with a community… is to feed what already brings them together.