PUMA Middle East / Saudi Arabia / 2026Design & Packaging · Social
Designed for Pride: AL-HILAL Founding Day Kit.
PUMA Middle East and AL-HILAL released a limited-edition Founding Day kit for 2026, its design drawing on the palm tree, the marketplace and other symbols of the Saudi state's beginnings.
- Brand
- PUMA Middle East
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2026
The challenge
PUMA and AL-HILAL wanted to mark Founding Day with something fans could wear, tying the club's 'Proud To Be' positioning to Saudi heritage.
The idea
Under the concept 'Designed for Pride', the special-edition shirt reinterprets symbols of Saudi culture and history in AL-HILAL's blue, among them the palm tree for prosperity and resilience and the marketplace for trade and community. It was announced on 12 February 2026, ten days before Founding Day, and sold for a limited time as a collector's item.
Case study source: Campaign Middle East Source ↗
