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.
- العلامة التجارية
- adidas
- الوكالة
- BETC Riyadh
- السوق
- السعودية
- المنطقة
- السعودية
- السنة
- 2026
التحدي
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.
الفكرة
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.
مصدر دراسة الحالة: Campaign Middle East المصدر ↖
فريق العمل
- الوكالة الإبداعية
- BETC Riyadh
- الإنتاج
- Crafters Space
- المواهب
- Saud Abdulhamid
