Taqwa Bint Ali x adidas Megaride Mary-Jane
In every corner of the world, the bonds woven between women tell a universal story, a shared melody played in different rhythms. The campaign around this Taqwa Bin Ali and adidas partnership is an ode to this timeless sisterhood, a mirror reflecting emotions that transcend borders.
With a distinct focus on the plural representation of women, culture, and society, Taqwa Bint Ali is an artistic director and consultant based in Paris and Dubai. Her approach is defined by a dedication to weaving authentic stories and narratives through products and visuals that connect deeply with audiences, which is all brought to life through this unique collab silhouette and emotive campaign.
Inspired by functional ballet style, made modern through streetwear codes the Taqwa Megaride Mary-Jane sneaker plays host to powerful collisions of aesthetic worlds - removing the tongue from the lacing system, and updating the sneakers upper in tonal silver colourway. Released alongside the Adistar Pose, the Megaride Mary-Jane boasts a singular velcro enclosure while its counterpart replaces the upper with a set of laces to be tied up the calf. The look comes together in custom premium co-branded boxes, in the process recontextualising the chunky silhouettes for a new audience.
This unique sneaker showcases a Mary Jane-inspired silhouette, swapping the traditional Megaride laces and upper for a functional strap that seamlessly blend practicality and style. Curvilinear overlays and cut-out quarter panels introduce both fluidity and enhanced ventilation, while the mesh base adds subtle contrast and depth to the overall aesthetic. Finished in a tonal ”Metallic Grey”, the design exudes a minimalist charm, making it effortlessly sartorial and in-line with what we've come to love about footwear over the past two-years.
The campaign, directed by Paris-born photographer Inès Manai, sets the shoe in three worlds - each scene revealing a subtle harmony of memories: gestures, laughter, and fleeting moments that, despite the changing settings and styles, resonate with a shared essence. These shoes become the thread of a visual poetry, where individuality and unity dance together.
This story whispers a simple truth: no matter the place or appearance, the spirit of feminine connection is universal, and every step echoes the story of us all.
The Taqwa Bint Ali x adidas Megaride Mary-Jane drops tomorrow, the 22nd of January, online at 8am, in Cape Town at 8:30am and in Joburg at 10am for R3999 in UK3-UK8 (online) and in UK4-UK7 (in-stores).
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