Egyptian puppet, Abla Fahita, who recently debuted a wildly popular new Netflix show, has now been unveiled as the star of a new Adidas campaign for the new “more sustainable” version of its classic Stan Smith sneakers.

Fahita, who was created and is voiced by Hatem El-Kashef, first appeared on screen in Egypt in 2011 as part of a satirical television show, and is famous for her sharp tongue, acerbic humour, and apparent defiance of taboos. She’s an edgy character in a largely conservative region and has a loyal following among those who have grown up with her.

Already this year, Gucci has teamed with Japanese cartoon character Doraemon for its Chinese New Year campaign and Loewe featured My Neighbour Totoro in a campaign similarly designed to tug at the nostalgia strings of young consumers. Fahita is likely to have a similar impact on the young people who have grown up with her on their screens.