BALGHA X ADIDAS — Tradition Reworked
The Old Medina, with its labyrinthine alleys and sun-baked walls, has always been more than a backdrop — it is a living archive of Moroccan history. Now, in the hands of creative siblings behind its.Medd, it becomes the stage for a radical fashion experiment: reworked Adidas classics infused with Moroccan craftsmanship.At the center of this vision is the BALGHA X ADIDAS project, a daring mash-up where Morocco’s most traditional footwear — the balgha leather slipper — collides with the global icon that is Adidas. The result is not just a shoe, but a statement: heritage reimagined through the language of streetwear.
its.Medd, also known on Instagram as @its.medd, was founded with the mission of bridging Morocco’s cultural identity with the visual language of contemporary youth. Their feed is an intersection of portraiture, fashion design, editorial, and urban photography — but the Adidas project pushed their work to new heights.Raised abroad, the creative duo behind the brand carry the layered experience of diaspora. For them, returning to Morocco and engaging with heritage is both personal and political. The act of reworking Adidas isn’t just about sneakers — it’s about reclaiming the narrative of what Moroccan fashion can be.
Traditionally, the balgha is a handmade slipper worn for centuries across Moroccan households and markets. It represents comfort, craftsmanship, and everyday identity. Adidas, on the other hand, is a symbol of globalized culture — athleticism, branding, and mass influence.
By fusing the two, its.Medd creates a dialogue between local and global, handmade and industrial, past and future
As they put it visually: Adidas said “run,” Morocco said “relax.” Somehow, both exist together in harmony.Shot in the Old Medina of Morocco, the campaign captures the design against textured architecture and bustling streets. The shoes appear as cultural artifacts, carrying both the weight of tradition and the lightness of reinvention.
This project is part of Morroki Export, a photo series dedicated to capturing Moroccan fashion through the eyes of its youth. The idea is not simply to design, but to export Moroccan stories into the wider fashion world.Each shot reflects an intentional layering: textures of leather echoing old craft workshops, Adidas stripes standing for global culture, and siblings modeling as symbols of heritage in transition.
its.Medd isn’t chasing trends — they are writing their own. By upcycling and reworking, they echo sustainability, but more importantly, they flip the colonial script of fashion exchange. Instead of Western brands dictating aesthetics, Moroccan creatives are reshaping global icons into their own language.Another striking aspect of this project is that its.Medd shot their own campaign. By doing so, they maintained creative ownership from concept to execution. This act of self-representation is essential: who better to tell the Moroccan story than Moroccan youth themselves?
The images radiate authenticity — not styled to appeal to outsiders, but to reflect a lived experience of growing up between cultures.
The Old Medina isn’t an exotic backdrop; it’s home. The shoes aren’t gimmicks; they’re personal explorations of identity.
What makes its.Medd so powerful is not just the work itself, but what it represents. A new generation of Moroccan creatives are breaking boundaries, unapologetically experimenting, and reclaiming heritage as a source of innovation.The BALGHA X ADIDAS project stands as a symbol of this movement. It’s a reminder that fashion is not only what we wear — it’s who we are, where we come from, and how we see ourselves in the world.
its.Medd’s reworked Adidas classics are more than sneakers; they are cultural artifacts, stitched with memory, identity, and vision. By transforming a global icon into something deeply Moroccan, they show the world that tradition and modernity are not opposites, but co-creators of something bold and new.
This is not just fashion — it’s a declaration of heritage, a remix of identity, and a step forward for Moroccan youth in the global fashion conversation.
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