13 February 2025 – Dubai Lynx, MENA’s leading platform for creative excellence and effectiveness, has announced adidas as the Advertiser of the Year for 2025 today. This prestigious accolade recognises brands that have set themselves apart through innovative marketing campaigns and a commitment to embracing outstanding creative work produced by their agencies.
The Advertiser of the Year Award will be presented to Eugene Karasev, Senior Brand Director, adidas EMC, at the Dubai Lynx Awards Ceremony, taking place at the Emirates Golf Club on Wednesday 9 April.
Philip Thomas, Chairman, Dubai Lynx, said: “The Advertiser of the Year Award recognises creative excellence, demonstrating the business value of creative communications. adidas has consistently demonstrated a deep understanding of the power of creativity to engage consumers and inspire meaningful connections. Its campaigns not only push creative boundaries but also set benchmarks for effectiveness in the MENA region and beyond. Congratulations on this much-deserved win – we are delighted to recognise adidas’s remarkable achievements.”
Ian Fairservice, Vice Chairman, Dubai Lynx, added: “adidas exemplifies what it means to be a bold and forward-thinking advertiser in today’s dynamic landscape. Its ability to tell powerful stories through innovative marketing has resonated with audiences across the MENA region. It’s an honour to celebrate its contributions to the creative community.”
adidas has consistently demonstrated creative excellence across the region and globally, earning 43 Awards across Dubai Lynx and Cannes Lions over the past three years, including eight Grands Prix across seven categories.
Among its most acclaimed campaigns, ‘Beyond the Surface’, developed in collaboration with Havas Middle East, stood out for its outstanding filmmaking and cultural sensitivity, earning the Grand Prix in Film Craft at Dubai Lynx 2022. Likewise, ‘Liquid Billboard’, also created in partnership with Havas Middle East, took home the Design Grand Prix at the 2022 Dubai Lynx Awards. In 2023, adidas reinforced its creative leadership, securing 11 Lynx Awards, including the Integrated Grand Prix for ‘adidas X Ravi’ and two Grands Prix – Entertainment and PR – for ‘The Ravi Superstar’ – a campaign that exemplified adidas’s innovative storytelling. The campaign also won the Creative Strategy Grand Prix at Dubai Lynx in 2024. Most recently in 2024, ‘The Female Field’ was awarded the Grand Prix in Glass: The Award for Change, recognised for its powerful impact on gender representation. These achievements reflect adidas’s ongoing commitment to pushing creative boundaries and delivering culturally resonant campaigns in the MENA region.
Speaking about the Award, Eugene Karasev, Senior Brand Director, adidas EMC, commented: “At adidas, we believe that through sport we have the power to change lives. We are very proud to be named the Advertiser of the Year at Dubai Lynx and treat it as a testament to the bold ideas and community impact we strive to create. Over the years, Dubai Lynx has provided a platform to celebrate the region’s creative excellence, and we’re proud to be recognized among brands that are shaping the future of marketing and communication. This award is dedicated to everyone who has helped push the boundaries of sport, culture, and storytelling with adidas.”
The presentation of the 2025 Dubai Lynx Advertiser of the Year Award will take place during the Dubai Lynx Awards Ceremony at the Emirates Golf Club on Wednesday 9 April. For further information on the Awards Ceremony, please visit www.dubailynx.com.
About Dubai Lynx
Dubai Lynx is MENA’s leading Awards for creative excellence and effectiveness, in the Middle East and North Africa. Presented by Ascential, organisers of Cannes Lions, together with their regional partners, Motivate Media Group, the Dubai Lynx, is held in association with the UAE Chapter of the International Advertising Association (IAA) and with the support of Dubai Media City (DMC). The Awards serve as the definitive benchmark for creative excellence, marketing strategy and effectiveness in MENA.
www.dubailynx.com
About LIONS
As The Home of Creativity, LIONS is the destination for those in the business of creativity. As the definitive benchmark of creative excellence and with unparalleled access to insight on how it works, LIONS provides those on the journey to creative excellence all they need, at whatever stage they are at and wherever they are. Our annual five-day Festival, Cannes Lions, is the meeting place for the global creative marketing community and a celebration of the world’s most excellent and effective work.
www.lionscreativity.com
About Motivate Media Group
Motivate Media Group operates across the GCC and MENA region with a diverse portfolio of media interests comprising magazines, digital, social, video, exhibitions & events, cinema and books.
A leading publisher in the Gulf since 1979, its portfolio includes market-leading magazines, eight websites and over 300 book titles. Motivate’s digital and video division is an established content provider for some of the region’s largest companies and the Motivate events team expertly stage some of the GCC’s major award ceremonies, festivals and activations.
With a staff of more than 200 experienced and dedicated professionals, Motivate is committed to providing editorial excellence, and a corporate mission to develop integrated communication channels that entertain, inform and enrich.
Motivatemedia.com