Image Credits: by Tonya Matyu
A Day at The Company: Dancing, Sweating and Talking with Jouana Samia and Boyboi
A journey from street dance battles to global stages, rooted in culture and resilience.
An interview with Jouana Samia, director, choreographer, performing artist and founder of The Company
Steamed-up windows, vibrating bass and the energy of a dynamic team of international dancers fill the room. In Berlin’s Schöneberg district, behind steel doors in a Hinterhof, Jouana Samia has created a sanctuary for dancers. Her studio, the heart of The Company, is more than just a dance space—it’s a global hub of creativity and community. Supported by adidas, The Company fosters a safe environment where dancers from all over the world, from newcomers to seasoned professionals, come together to express themselves, grow, and inspire one another.
This commitment to inclusion and creativity was on full display during a recent workshop featuring Boyboi, the internationally renowned choreographer and dancer who has worked with artists like Beyoncé and Billie Eilish. Over three days of intense training, we sat down with Jouana to discuss her journey, her vision for The Company, and how adidas’ iconic Superstar has become a symbol of dance culture and empowerment.
Building the Company
Jouana Samia’s roots in the hip-hop freestyle scene shaped her journey as a dancer and choreographer. “I started with battles and later founded my own dance crew which participated at the former Berliner Streetdance Meisterschaft, where all the crews in Berlin could take part in professional championships,” she recalls.
Later, she trained in various technical dance styles such as jazz and modern—a discipline she admired but found missing something vital: the soul & musicality. “The idea for The Company came from a desire to merge the soul of hip-hop with the precision of technique,” she is saying. What began as a Sunday gathering of girls sharing styles has since evolved into a global dance community. “At first, it was just us girls and an idea. Now, we’ve grown into a group that trains together regularly, bringing in coaches and dancers from all over the world.”
When asked how she built such an international network, Jouana Samia says, “To be honest, I didn’t have a plan. I had a logo, a name, my girls and a desire. Each idea sparked another, and I followed them intuitively.”
This summer, she found herself organizing a five-day workshop for 250 dancers a day from across the globe. “I could never have dreamed of this,” she reflects. “Maybe it was good not to have a plan. Intuition brought us here.”
Staying Authentic in a World of Comparisons
Her most valuable lesson learned since founding The Company? Staying true to herself. “Social media makes us compare ourselves all the time, so it’s easy to lose your own language. But in the end that’s what makes us unique.”
This is a message Jouana Samia is passionate about sharing with aspiring dancers: “You don’t need to follow trends. Find your own rhythm, and the world will notice.”
In her work, Jouana Samia draws inspiration from many art forms, including fashion, music, photography, and her own Middle Eastern culture. Her journey is also a testament to embracing one’s roots. Born and raised in Berlin with Lebanese heritage, she admits she wrestled with her identity for years. Reconnecting with her culture has fueled her artistry and collaborations, including recent projects with Palestinian artists Lina Makoul and Saint Levant. “One highlight this year was choreographing a piece which I got performed during Saint Levant’s Deira tour to Linas song “On Mute”. The performance has since traveled to stages across Europe,” she says, beaming.
For Jouana Samia, adidas has always been part of dance. “When I think of dance, community and music one heroine comes to my mind : Missy Elliott and of adidas—the Firebird tracksuit and Superstar sneakers. Always iconic and still to this day a must-have staple. To me, the Superstar embodies dance, big stages, and full-on energy,” she shares. This is also what we could observe throughout the rehearsal rooms. All the stripes leading towards one destination: BIG FINALE.
Through partnerships like adidas supporting The Company, Jouana Samia has been able to amplify her mission: creating a safe and inspiring environment for Berlin’s dance community.
Her passion for fostering connection and self-expression extends beyond dance. Her directorial debut with Frida & Frida, a play inspired by Frida Kahlo’s childhood, is a testament to her ability to blend artistry with storytelling.
The Young Show at Friedrichstadt-Palast Berlin featured a young ensemble of 250 children aged seven to 18, bringing themes of resilience, individuality, and creativity to life. “Frida Kahlo’s story resonates with me deeply,” Jouana Samia explains. “She was a polarizing, politically active woman who swam against the current to find her voice and fulfill her dream of becoming a painter. Directing this play was emotional and inspiring—it brought together everything I value: youth, art, and the courage to be yourself.”
This milestone reflects the ethos she’s cultivated within The Company. Much like her dance workshops, Frida & Frida provided a platform for young people to express themselves and explore their potential. “It showed me how my work in dance connects with other forms of art and can inspire a wider audience,” she says.
Looking ahead, Jouana Samia is focused on her next project, a performing arts collective called Movement MENA (Middle East North Africa), which aims to bridge her Berlin base with her Middle Eastern roots. “I want to tell stories through performing arts that connect these cultures. By 2025, I hope to stage the first show,” she shares.
The Workshop Experience
Workshops like the one featuring Boyboi are central to The Company’s ethos of collaboration and growth. For Boyboi, creating safe spaces is key. “Safe spaces are where I’ve grown the most—places that are raw, free, and without fear of failure,” he says.
Renan Silveira, a dancer from Brazil who often joins The Company, echoes this sentiment. “Jouana Samia blends local and global cultures, creating a space where everyone feels like they belong.”
A Message for the Next Generation:
As a child, Jouana Samia didn’t have a role model. Today, she’s become one. Her message to aspiring dancers: “You can be anything you want to be, no matter how hard it seems. Growing up, I didn’t see girls who looked like me. But step by step, I see more Arab women shining in the spotlight. This is a major step forward”
She adds with a smile, “I’m still that little girl from Sonnenallee who loved to dance. My goal is to inspire others—not by trying to be a role model, but by staying true to who I am.”
Stepping out of Jouana Samia’s studio, it’s impossible not to feel the pulse of creativity and connection that defines The Company.
From Berlin to the world, this sanctuary for dancers is more than a physical space—it’s a movement.
Supported by adidas, this partnership amplifies Jouana’s mission, inspiring a generation of dancers to embrace their individuality, connect across cultures, and dream bigger than ever.
