In an era where sneaker collaborations often feel like carbon-copy marketing rollouts, the UnheardOf x adidas Rivalry Lo “Grandma’s Couch 2” breaks the mould — not just with bold design choices, but with a deeply personal narrative that resonates far beyond the sneaker community. Set to release on 10 May 2025, this limited-edition drop celebrates Mother’s Day with a tribute to love, legacy, and the power of remembrance.

Following the emotional success of the original “Grandma’s Couch” collection in 2023, UnheardOf founder Phil Lipschutz returns with a new green colourway of the Rivalry Lo, revealed via @sneakyleakpod, likely as a Friends & Family exclusive. But what truly sets this release apart is the poignant story that underpins it — a tribute to his late grandmother, Naomi Phillips, whose influence inspired a sneaker saga now in its second emotional chapter.

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👟 From Couch Cushions to Collectors’ Shelves: How It All Began

The story starts in 2023 with what, on the surface, looked like a quirky drop — a sneaker inspired by grandma’s floral furniture. But it was more than kitsch. It was a tribute to the nostalgic textures and colours of childhood visits, warm conversations, and the embroidered tapestry sofas that shaped the interiors of so many family homes.

The first UnheardOf x adidas Rivalry Lo “Grandma’s Couch” drew attention not just for its vivid design, but for how personal it felt. Wrapped in floral upholstery patterns, encased in a custom shoebox resembling a mid-century sofa, and decorated with handwritten letters and vintage tags — it was clear that this was a sneaker from the heart.

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💚 Enter 2025: The Green Colourway and the Emotional Sequel

Now, with Naomi Phillips having passed on, Lipschutz doubles down on personal storytelling. The 2025 edition, nicknamed “Grandma’s Couch 2”, unveils a new green-based colourway, adding a fresh visual identity to an already emotionally charged concept.

While the original used a pastel-heavy floral motif, this iteration leans into a subtle green palette accented with fuchsia pink and cream tones. The toe box and mid-foot panel are adorned with embroidered flowers, delicately woven beneath adidas’ iconic three stripes.

But it’s the details that make this sneaker more than merchandise:

• “Dear Naomi” is etched across the forefoot, immediately setting the tone.
• “Love Always and Forever” is embroidered on the heel tab, a touching signature to a legacy that lives on through laces and leather.

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🎁 Packaging as Personal Archive: A Shoebox Like No Other

In a sneaker market obsessed with resale value, few drops have given as much care to packaging design as UnheardOf.

This time around, the shoebox is styled to mimic beauty products gifted to Naomi by her grandson — a heartfelt homage to the private love shared between generations. The exterior, however, takes it a step further with a watercolour painting done by Naomi’s husband. The result is not just a container but a keepsake — a shoebox that belongs in both art galleries and memory boxes.

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🌸 The Narrative Design: How Storytelling Drives Hype Without Gimmicks

Phil Lipschutz understands the power of emotional storytelling in an age where authenticity is king. While other brands spend millions crafting viral campaigns, UnheardOf builds cult status by grounding its collaborations in real-life narratives.

This approach sets it apart:

• No celebrity cosigns
• No mass-market rollout
• No inflated pricing strategies

Instead, what drives interest is emotional resonance — something that most brands struggle to engineer.

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📍 Release Info: When and Where to Get the Pink Colourway

While the green variant remains a Friends & Family exclusive, the pink colourway will release to the public on 10 May 2025, timed to coincide with Mother’s Day. Here’s what to know:

Feature	Details
Colourway	Soft pink and cream with floral detailing
Release Date	10 May 2025
Price	$185 USD
Retailer	Exclusively via UnheardOf (in-store & online)

Expect very limited quantities, and given the emotional backstory, demand is expected to outpace supply. If history is any indication, resale prices will skyrocket within days.

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🧵 About UnheardOf: A Brand Rooted in Story and Community

For those unfamiliar, UnheardOf is not your average streetwear label. Based in Cincinnati, the brand has quietly built a reputation for community-first designs, blending humour, heritage and limited-edition style with remarkable clarity of vision.

Their previous adidas collaborations — including the aforementioned Grandma’s Couch — sold out instantly, not due to influencer hype but through word-of-mouth, loyalty, and emotional gravity.

Phil Lipschutz, the brand’s founder, has often stated that his goal is to create products that tell stories — stories that start on the feet but live on in hearts and memories.

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🎨 Behind the Design: Material Matters

The Rivalry Lo “Grandma’s Couch 2” is not just visually stunning — it’s built with care:

• Textile overlays mimic upholstery fabric without compromising durability.
• Fuchsia stitching contrasts beautifully against the pastel base, evoking springtime nostalgia.
• A soft-touch insole features floral patterns and a printed note styled like a letter.

No material feels mass-produced; each texture and stitch speaks to intention, legacy, and emotion.

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📈 Market Buzz: Early Hype, Sneaker Culture Reactions, and Collectibility

Initial leaks via @sneakyleakpod have already caused a stir across Reddit, Twitter, and sneaker forums. While the Friends & Family green edition won’t release publicly, its reveal has amplified anticipation for the general drop.

Some quotes from community members:

“This isn’t just a shoe — it’s therapy in a box.” – u/fadedsummer
“This is how you do a tribute right. Subtle, honest, beautiful.” – @crepecurator
“I’m crying. Grandma would’ve LOVED these.” – TikTok user @emmysoles

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🔎 Sneaker Stats: What You Need to Know

Metric	Detail
Model	adidas Rivalry Lo
Collaboration Partner	UnheardOf
Inspiration	Naomi Phillips (Phil’s grandmother)
Colours Available	Green (F&F), Pink (Public)
Materials	Floral textiles, premium suede
Price	$185
Release Platform	UnheardOf online & in-store
Box Artwork	Watercolour by Naomi’s husband

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🧠 Why This Sneaker Matters in 2025

In a year already packed with collabs from giants like Travis Scott, Salehe Bembury, and Nike’s NFT experiments, this release proves that intimacy and story can outperform hype.

Where others are creating spectacle, UnheardOf is creating soulful connections — and in doing so, preserving memories in every stitch.

This is not just a Mother’s Day sneaker. It’s a multigenerational art project, one that uses footwear to tell a story of love, memory, and design.

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🧵 Final Thoughts

The UnheardOf x adidas Rivalry Lo “Grandma’s Couch 2” isn’t chasing trends — it’s cementing itself as a cultural artefact. A love letter hidden in a shoebox. A tribute that will live on in the stories we tell, and the soles we wear.

For those lucky enough to cop a pair this May, know that you’re wearing more than a sneaker. You’re carrying legacy.

Dubai isn’t just a hotspot for luxury shopping and sky-high architecture — it’s a magnet for global celebrities. Celebrities spotted in Dubai range from Hollywood A-listers and chart-topping musicians to sports legends and fashion icons. Dubai 2025 has already seen an impressive list of stars living it up in the city.

This article is your definitive look at the celebrities spotted in Dubai in 2025 so far — where they went, what they wore, and why Dubai remains the celebrity playground of the Middle East.

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👀 January to May 2025: Who’s Been Seen Where?

Cristiano Ronaldo

• ⚽ Spotted training at a private facility in Al Barari
• 📸 Seen touring Expo City Dubai, specifically the Sustainability Pavilion
• 🔥 Shared a post that reached over 30 million views

Kylie Jenner

• 💄 Spotted at Level Shoes, Dubai Mall in January 2025
• 🏨 Stayed at Atlantis The Royal
• 👛 Created viral TikTok content that sparked the “Kylie in Dubai” trend

Kevin Hart

• 🍽️ Dined at Nobu Dubai
• 🤝 Reportedly in talks to bring his Laugh Out Loud comedy brand to the UAE
• 🕶️ Shared a selfie with Dubai Marina skyline in the background

Naomi Campbell

• 🚤 Guest at the Dubai International Boat Show
• 👗 Attended a private fashion yacht event hosted by a French couture label

Lewis Hamilton

• 🏁 Joined Naomi Campbell at Dubai Harbour during Boat Show 2025
• 📷 Posted a behind-the-scenes look at an exclusive car showcase

Jack Harlow

• 🎧 Threw a surprise set at White Dubai during a private Nike party
• 🏙️ Later posted city views from Address Sky View

Idris Elba & Sabrina Dhowre Elba

• 🎨 Attended Art Dubai 2025
• 🗣️ Participated in a panel on African art and culture
• 🥂 Seen at a private event at Alserkal Avenue

DaBaby

• 🎤 Performed live at Soho Garden
• 🛍️ Spotted shopping in City Walk and later filming near Dubai Canal

Mary J. Blige (Pre-Show Week)

• 🎶 Touched down a week before her concert in June
• 💎 Sighted at The Dubai EDITION and dining at CÉ LA VI

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📸 Most Viral Celebrity Moments of 2025 (So Far)

Celebrity	Location	Viral Moment
Kylie Jenner	Atlantis The Royal	“Midnight in Dubai” TikTok — 6M+ views
Cristiano Ronaldo	Expo City Dubai	IG Story tour — 30M views in 24 hours
DaBaby	Soho Garden	On-stage clip — 4.1M TikTok views
Jack Harlow	White Dubai	IG post: “White Dubai went nuts” — 1.8M likes
Naomi Campbell	Dubai Harbour	BTS video on luxury yacht — 900K views

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🧭 Why Celebrities Choose Dubai (Over and Over Again)

Dubai isn’t just another glamorous destination — it’s uniquely suited to high-profile visits because:

• ✈️ Easy global access from US, UK, Europe & Asia
• 🏨 Unmatched luxury experiences (Burj Al Arab, Atlantis The Royal, One&Only)
• 💰 Tax-free shopping and VIP concierge hospitality
• 🛥️ Private, secure venues for events, yacht parties, and brand launches
• 📲 Social media goldmine for stars looking to go viral

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🕵️‍♀️ How to Spot a Celeb in Dubai

If you’re in town and hoping to catch a glimpse of fame, your best bets are:

• Dubai Mall VIP entrances (especially Level Shoes and Fashion Avenue)
• Atlantis The Royal & Bulgari Resort — known celeb favourites
• Zuma, CÉ LA VI, Gaia & Nobu — hotspots for unannounced celebrity diners
• Art Dubai, Fashion Forward, and Boat Show — regular celeb haunts
• Dubai Airport First Class Lounges — where the A-listers pass quietly

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🔮 Celebs Rumoured to Visit Dubai Later in 2025

These names aren’t confirmed yet — but chatter from fashion insiders and venue teams suggests:

• Rihanna — for a Fenty x Sephora activation
• Post Malone — linked to NYE headline rumour
• Zendaya — expected during Fashion Forward Dubai
• Bad Bunny — potentially launching a Latinx mini-festival

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✅ Final Word: Dubai Remains the Global Stage

From sneak peeks at new launches to surprise sets and iconic photo ops, 2025 has cemented Dubai as a cultural crossroads for the rich, famous and ultra-visible.

And we’re only just getting started.

This list will be updated throughout the year as new celebrities land, dine, perform and party their way through Dubai.

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When Rolex speaks, the watch world listens. That’s always been the case. However, in 2025, amid the whirlwind of Watches & Wonders, the legendary Swiss watchmaker has made it abundantly clear: they’re not here to coast on reputation. They’re here to lead with the debut of The Land-Dweller.

Among an already impressive line-up of new releases, including a turquoise-blue lacquered Daytona dial, the first ceramic dial on a white-gold GMT-Master II, pastel-hued Oyster Perpetuals, and a dressy 1908 model now fitted with a yellow gold bracelet, the Land-Dweller stands tall. It is Rolex’s boldest and most important new announcement.

What Makes the Land-Dweller Special?

The Land-Dweller is more than just another entry into Rolex’s illustrious catalogue. It’s a technical marvel and a stylistic leap. It represents a rare moment when the brand shifts its timeless formula to adapt to the evolving tastes of collectors and new-generation enthusiasts.

With a staggering 18 exclusive patents and 32 patents related to its overall development, the Land-Dweller pushes Rolex’s technical prowess to the forefront. In a world where micro-adjustments and aesthetic tweaks often dominate new watch releases, this level of innovation feels almost revolutionary.

One of the most noteworthy departures from tradition is the introduction of an integrated bracelet. Once unthinkable for Rolex, this design choice taps directly into modern collectors’ demands for sleeker, more unified watch designs. As Paul Altieri, founder of Bob’s Watches, notes:

“Rolex doesn’t introduce new models lightly, and the Land-Dweller marks a rare departure from tradition. An integrated bracelet isn’t just a design shift — it’s a statement.”

Design: A New Vision for Rolex

The Land-Dweller embraces a sportier yet sophisticated aesthetic. The honeycomb dial is particularly striking. It is a texture certain to be emulated across the industry. This dial isn’t just eye-catching. It is a declaration that Rolex is ready to have fun with material science while maintaining elegance.

The calibre 7135 movement powering the Land-Dweller is a mechanical feat. Its “Dynapulse” escapement operates at 5Hz. This enables the watch to measure time down to a tenth of a second — an incredible precision leap for mechanical watchmaking.

This high-frequency performance, paired with superior energy efficiency, represents the kind of watchmaking brilliance that earned Rolex its legendary reputation.

Options: Luxury and Variety

The Land-Dweller isn’t just technologically forward-thinking. It is also delightfully luxurious. Buyers can choose between a 40mm model available in Rolesor (a mix of white gold and Oystersteel) or full platinum. Both feature Rolex’s iconic fluted bezel.

For those with a penchant for a touch more glamour, a 36mm Everose gold version comes adorned with a diamond-set bezel. It delivers maximum sparkle without sacrificing the understated design ethos that Rolex champions.

What the Land-Dweller Means for the Watch Industry

The Land-Dweller’s arrival signals something larger than just another impressive Rolex launch. It speaks to the ongoing evolution of luxury watches in an increasingly digital world. In an era dominated by smartwatches and fleeting trends, Rolex is betting that mechanical mastery and heritage still matter but it’s not afraid to reinterpret its traditions for a new era.

Historically, Rolex has been cautious with major departures from its established designs. Yet, the Land-Dweller represents a new boldness, not reckless experimentation, but confident evolution.

Its integrated bracelet suggests that Rolex is willing to listen to the hardcore enthusiast crowd. They are acknowledging the growing taste for seamless case-and-bracelet designs popularised by other brands.

Technology That Sets a New Standard

It’s worth delving deeper into what those 18 exclusive patents mean. They span everything from the new microstructure of the honeycomb dial, advancements in bracelet-integrated lug construction, to enhancements in the efficiency and shock-resistance of the Dynapulse escapement.

Put simply, Rolex hasn’t merely introduced a ‘new look’. They’ve invested heavily in research and development. This ensures that the Land-Dweller isn’t just a pretty face — it’s a mechanical benchmark.

Rolex’s Timing Is Perfect

At a time when collectors are seeking pieces that feel distinct and meaningful, not just minor upgrades, Rolex’s Land-Dweller hits the mark. It reminds the world that innovation, even from the most traditional players, is not only possible but essential.

Other brands, both boutique and mass-market, will undoubtedly take notes from this launch. Expect to see an influx of integrated designs, high-frequency mechanical movements, and textured dials in the coming years. As always, when Rolex moves, the world follows.

Looking Ahead

The Land-Dweller is already being heralded as one of the most important watch releases of the decade. As more hands-on reviews roll out and as collectors add this piece to their rotations, the true impact of Rolex’s latest innovation will become even clearer.

It isn’t just another beautiful timepiece. It’s a statement that Rolex is not simply resting on its laurels. It’s racing ahead.

And if the Land-Dweller is a preview of what the future holds for the Crown in the years to come? We’re all in for an extraordinary ride.