Backyard Legends (Saudi Arabia).
adidas gave its global Backyard Legends campaign a Saudi chapter, built around national team defender Saud Abdulhamid and young Riyadh fans arguing over the ultimate Saudi squad.
- Brand
- adidas
- Agency
- BETC Riyadh
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2026
The challenge
Ahead of the 2026 World Cup, adidas wanted its global football story to feel local in Saudi Arabia, where the game lives in neighbourhoods as much as in stadiums.
The idea
BETC Riyadh's film follows young fans debating their dream team across neighbourhood streets, late-night match screenings, informal pitches and gaming sessions, with room for women's and grassroots football. It ties into adidas's "You Got This" platform about handling pressure. Crafters Space produced, and the work rolled out on adidas and partner social channels.
Case study source: Campaign Middle East Source ↗
Credits
- Creative agency
- BETC Riyadh
- Production
- Crafters Space
- Talent
- Saud Abdulhamid
