Adidas has been announced as the Advertiser of the Year for 2025 by Dubai Lynx, the premier platform for creative excellence and effectiveness in the MENA region. This recognition celebrates brands that distinguish themselves through groundbreaking marketing campaigns and a dedication to outstanding creative collaborations with their agencies.
The award will be presented to Eugene Karasev, Senior Brand Director, adidas EMC, during the Dubai Lynx Awards Ceremony at the Emirates Golf Club on Wednesday, 9 April.
Adidas has consistently showcased its creative prowess, earning 43 awards across Dubai Lynx and Cannes Lions in the past three years, including eight Grands Prix across seven categories. Notable campaigns include:
- ‘Beyond the Surface’ (2022): Created with Havas Middle East, this campaign earned the Grand Prix in Film Craft for its exceptional storytelling and cultural sensitivity.
- ‘Liquid Billboard’ (2022): A bold and innovative campaign that won the Design Grand Prix at Dubai Lynx.
- ‘Adidas X Ravi’ (2023): This campaign claimed the Integrated Grand Prix, alongside two Grands Prix in Entertainment and PR for ‘The Ravi Superstar’, showcasing innovative storytelling.
- ‘The Female Field’ (2024): Recognized with the Grand Prix in Glass: The Award for Change, for its powerful impact on gender representation.
Adidas’s campaigns have not only pushed creative boundaries but also demonstrated cultural resonance and effectiveness across the MENA region and beyond.
Reflecting on the accolade, Eugene Karasev remarked, “At adidas, we believe in the power of sport to change lives. Being named Advertiser of the Year at Dubai Lynx is a testament to the bold ideas and community impact we strive to create. This recognition honors everyone who has helped us push the boundaries of sport, culture, and storytelling.”
The Dubai Lynx Advertiser of the Year Award recognizes brands that exemplify the value of creative communications in driving business impact. Philip Thomas, Chairman of Dubai Lynx, highlighted adidas’s ability to connect with consumers through creativity, setting new benchmarks for effectiveness in the region.
Ian Fairservice, Vice Chairman of Dubai Lynx, added, “Adidas’s fearless approach to storytelling has resonated deeply with audiences across MENA, showcasing what it means to be a forward-thinking brand in today’s dynamic landscape.”
The presentation of this prestigious award will take place at the Dubai Lynx Awards Ceremony on 9 April 2025, celebrating adidas’s contributions to the creative industry.