Giddam: Never Retreat.

Bassmat's award entry says Saudi Arabia had performed poorly at World Cups since its 1994 debut, that fans were losing hope and interest, and that few were expected to travel to Qatar in 2022. The agency also saw the tournament as a chance to change perceptions of Saudi Arabia through football.

On 23 October 2022 SAFF launched 'قدّام' as a single visual identity for Saudi fans at the World Cup, explaining it as no retreat from the task ahead, and fans could download it from the national team supporters' council accounts (Slaati). According to the agency, videos went out on every social platform two weeks before the tournament, with a custom Snapchat and TikTok lens, influencers and projections on landmark buildings in Doha, all pointing fans to the Saudi House fan zone. From there, the agency says, supporters marched to Saudi Arabia's opening match against Argentina.