Life & Culture

Israeli chef becomes unlikely face of Adidas Originals

Cauliflower king Eyal Shani has been picked as one of the brand's faces in Israel


Israeli celebrity chef Eyal Shani has become the new face of a campaign for sportswear giant Adidas.

While the silver-haired Middle Eastern pensioner may not be the obvious choice for a brand that's 14 years younger than him, German sportsbrand Adidas has made him one of the faces of their Israeli campaign.

Shani, who has opened three restaurants in London in the last year, launched the campaign on his Instagram with a flashy video talking about his love of "authenticity."

Others featured in Adidas Israel's campaign include Russian-born Jewish model Anna Zak, Fauda actor Tomer Capone, and singer-songwriter Yael Shoshana.

The global campaign, one of the largest in the history of Adidas Originals, marks the 50th anniversary of the lifestyle line of Adidas and will feature a change to the iconic trefoil logo that the company has used for decades.

Other 'originals' featured in the worldwide campaign include David Beckham, Zinedine Zidane and London rapper Stormzy, who first found viral fame wearing an Adidas tracksuit in a music video in 2017.

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