Odia Azulay's Secret Revealed: Adika Returns to the Market
The Israeli brand that previously suffered millions in losses is making a comeback with a new star partner. However, a single comment on social media has already sparked a storm among customers.
It is official: two years after ceasing operations following massive losses, the fashion chain Adika is bringing its business back to life, announcing singer Odia Azulay as its new face. The intriguing move, which had been kept secret until now and was accompanied by hints on social media, has finally been revealed on the Adika website and Instagram. The 25-year-old Azulay has been chosen to lead the brand's relaunch campaign, which will also include a performance by the singer for those who sign up for the mailing list.
The choice of Odia is not accidental; beyond her status as one of the most-streamed singers in Israel, she is considered a fashion icon with significant influence over the young audience—the exact demographic the brand aims to win back. The singer's involvement will not be limited to a routine advertising campaign but will include an active role in the design and styling of the new collection. The upcoming line will combine her personal style with modest touches, reflecting the personal and spiritual journey Azulay has been on in recent years, and will even feature bracelets and jewelry.
Behind this business comeback is the Golf company, owner of the Adika trademark, which has partnered with a new entity—Creative, owned by Yaniv Adam, father of singer Omer Adam. Together, the companies are attempting to breathe new life into a brand that had completely disappeared from shelves and the online scene, aiming to restore its status in the Israeli fashion market.
Alongside the anticipation for the collection, Adika's renewed activity on social media has already sparked a storm. The brand's page operates in a direct and witty style, leading many followers to speculate that Odia herself is managing it behind the scenes. The peak came when food blogger Liran Rozen asked if the collection would include large sizes, as it did not in the past. The brand's page replied: "At most, look in Zara," referring to another clothing brand known for its lack of larger sizes. This response ignited an online debate between users who saw it as humor and those who claimed it was disrespectful, proving that even before the official launch, the Adika comeback is successfully making headlines.
