ADIDAS AND SAUDI ARABIAN FOOTBALL FEDERATION: PAYING TRIBUTE TO FANS WITH “WEAVED AS ONE”

Campaign and Content Design, Public Relations, Social

The challenge

National football jerseys are usually launched by football icons. But when adidas entered a four-year partnership with the Saudi Arabian Football Federation (SAFF), they sought to pay tribute to the fans of the sport across the Kingdom – the true stars of Saudi Football.

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The solution

To bring this to life, we visited Saudi communities in unconventional venues, from camel race to an e-sports arena across the Kingdom. We captured fans’ authentic reactions as they learnt that they were the first Saudis to wear the National kit jerseys.

To compliment these powerful moments, we teased with a sneak preview of the jersey during F1 Jeddah and revealed it with a unique CGI stunt depicting the jersey taking over the iconic, Hegra.

We finally dropped the short film, “Weaved As One”, racking up over 3.8 million views within one month. Throughout, our outreach targeted tier 1 media, select brand ambassadors and content creators.