Dubai Residents Are Willing To Queue Since 4 Am To Get Adidas X Ravi Restaurant Trainers

JAKARTA - Dubai, United Arab Emirates continues to develop into one of the portraits of world modernization, often becoming the choice of world brands to launch their products, especially limited products, ranging from automotive to fashion.

Recently, the well-known sports equipment manufacturer Adidas launched a limited edition product in collaboration with one of the iconic restaurants in Dubai. Type of trainers, the product is called Adidas X Ravi Restaurant.

The people of Dubai are also enthusiastic about welcoming this new product, with potential buyers even willing to queue since 4 am local time. Although, they have to be willing to sleep shorter than usual to wake up and take the queue.

Like Tooshank Sharma. He woke up in the middle of the night to make sure he was at the forefront of pocketing the adidas x Ravi Restaurant, when they went on sale at 10am at the adidas outlet in Dubai Mall on Thursday.

"I've been here since 4 in the morning," he told The National News as quoted June 23.

"This sneaker gives me a lot of nostalgia. I have been in Dubai for 10 years and I believe this is a piece of history, which you should have," he explained.

His patience has paid off. He was the first in the store and was able to buy a limited edition pair of trainers for 549 UAE dirhams or around IDR 2,219,839

For its launch, the Adidas flagship store has been transformed into the Ravi Restaurant, complete with mock kitchens, tables and chairs, chai cups and even a tuk-tuk, adorned in Ravi's famous green and white.

The walls are lined with adidas x Ravi T-shirts, with paper maid masks and hats on display.

An entire storefront is given to those who wish to customize their purchase, with customized patches and stickers. Shoppers can attach Ravi stickers to T-shirts, including pieces of the same Ravi menu and price lists that are on the tongue of the shoe.

It is known, this collaboration has taken more than 18 months to bear fruit, from conception to execution.

Another buyer, Sabi, explained why he found it so attractive.

"I think this is one of a kind. It was the collaboration with Ravi Restaurant that prompted me to come here, because this is something to collect."

A self-proclaimed sneakerhead, Sabi sees this as a unique opportunity to get something special.

"I'm sure we'll never get this chance again, and that's why it's special. I actually only wear Nike, so I bought this pair to collect," he assured.

In contrast to other brand ties, which tend to attract a teen crowd, the mixed demographic buying these shoes is obvious.

"I found out about these trainers on Instagram a few days ago, but didn't pay much attention. Then, by coincidence, I was just passing by, so here I am. I'm so excited," said Saeed who accidentally found this product with a big smile.

While Adidas won't reveal how many pairs are available, the range is expected to sell out on Thursday.

Despite an informal policy of five pairs per customer, the general atmosphere remains comfortable and more relaxed than other high-profile product launches. Everyone is content to wait their turn, without pushing each other. The guys politely took a pair or two each and all left with big smiles.

This is a nod to the role Ravi has played in Dubai society over the years.

Heena, who recently moved to Dubai, sums it up. "This restaurant was recommended to us time and time again. And then, this month, the whole campaign started and I realized it had some sort of cultural significance. So here I am," he said simply.