Dubai's latest summer obsession is no longer limited to parks, roads, and Instagram feeds.
The city's iconic flame tree has officially made its way onto sneakers as Adidas launches a limited-time customisation experience inside its flagship Dubai Mall store. Visitors who purchase a new pair of Adidas Hyperboost trainers can receive an exclusive flame tree embroidery at no additional cost through the brand's DXB Lab, creating a Dubai-exclusive design inspired by one of the emirate's most recognizable seasonal symbols.
The promotion is available for a limited period and offers customers something that is rarely free inside the DXB Lab, where personalised footwear and apparel customisations normally come at an additional cost. For sneaker collectors and fashion enthusiasts, it is a chance to own a pair that can only be created in Dubai.
A Limited Edition Inspired By Dubai
Every summer, thousands of bright red and orange flame trees transform Dubai's streets into one of the city's most photographed natural attractions.
Known scientifically as Delonix regia, the trees bloom between May and July, creating colourful canopies across roads, parks and residential communities. Their popularity has exploded across social media this year, turning the seasonal bloom into one of Dubai's defining visual trends.
Adidas has now translated that local identity into footwear.
Customers purchasing eligible Hyperboost trainers at the Dubai Mall flagship store can have a flame tree icon professionally added through the DXB Lab, making each pair a wearable tribute to Dubai's summer landscape. According to the campaign announcement, the service is complimentary with qualifying purchases and is only available for a limited time.
What Is The DXB Lab?
The DXB Lab is Adidas' in-store personalisation studio located inside its flagship store at Dubai Mall.
Unlike a traditional retail space, the lab allows customers to customise selected products with embroidery, laser engraving, artwork and other creative finishes, transforming standard products into one-of-a-kind pieces.
The concept has previously collaborated with local artists and creatives, reinforcing Adidas' strategy of celebrating Dubai's creative community through exclusive retail experiences.
While customisation services are normally available throughout the year, the flame tree edition is designed specifically to celebrate Dubai's 2026 Flame Tree Season.
Why Flame Trees Are Everywhere Right Now
The timing of the campaign is no coincidence.
The flame tree has become one of Dubai's strongest seasonal visual identities following a major greening initiative led by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Deputy Prime Minister, Minister of Defence and Chairman of The Executive Council of Dubai.
The initiative aims to expand the planting of flame trees across streets, public parks, residential neighbourhoods and recreational spaces throughout the emirate.
Dubai already has more than 50,000 flame trees, with additional planting continuing during 2026 as part of Dubai Municipality's wider urban greening programme.
As the trees have become increasingly associated with the city, brands, cafés, photographers and creators have embraced the trend, making the flame tree one of the most recognizable symbols of Dubai's summer season.
How To Get The Free Customisation
The process is straightforward.
Customers simply need to purchase an eligible pair of Adidas Hyperboost trainers from the Dubai Mall flagship store before heading to the DXB Lab inside the same location.
The team then applies the exclusive flame tree design to the footwear.
According to the campaign information, customers should expect an average waiting time of approximately 45 minutes, although this may vary depending on demand. Since the promotion is seasonal and subject to availability, shoppers are encouraged to confirm stock and customisation availability with store staff before making a purchase.
What You Need To Know
Location: Adidas Flagship Store, Dubai Mall
Customisation: Exclusive flame tree embroidery
Eligible Product: Newly purchased Adidas Hyperboost trainers
Cost: Free with qualifying purchase
Estimated Wait: Around 45 minutes
Availability: Limited-time only while the promotion lasts
More Than Just A Pair Of Sneakers
Limited-edition regional releases have become increasingly popular among global fashion brands, but this campaign stands out because it celebrates something uniquely local.
Instead of collaborating with a celebrity or designer, Adidas has taken inspiration from a symbol that residents see every day during summer.
The result is a sneaker that reflects Dubai's identity while giving shoppers an exclusive keepsake that cannot easily be replicated elsewhere.
For collectors, that exclusivity is likely to be part of the appeal.
Frequently Asked Questions
What is the Adidas DXB Lab?
The DXB Lab is the personalisation space inside the Adidas flagship store at Dubai Mall where customers can customise selected footwear and apparel.
Which shoes qualify?
The free flame tree customisation is available on eligible newly purchased Adidas Hyperboost trainers bought at the Dubai Mall flagship store during the promotional period.
Do I need to book in advance?
No appointment has been announced. Customers can visit the DXB Lab after purchasing eligible shoes, although waiting times may vary depending on demand.
How long is the promotion available?
The campaign is running for a limited time during July, subject to availability and store participation. Customers should confirm availability with Adidas staff before purchasing.
