Weaved As One.
adidas launched Saudi Arabia's 2023-24 national team kit by sending players from the men's and women's teams to three communities that share the country's love of the game.
- Brand
- adidas
- Agency
- Havas Middle East
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2023
The challenge
In Saudi Arabia the national kit is treated as a national symbol. adidas wanted the launch to show that everyone who wears it, players and fans alike, is part of the team.
The idea
Havas Middle East's film follows players taking the new kit to three communities: goalkeeper Mohammed Al-Owais to camel racers; Hassan Altambakti, Abdulelah Al-Amri, Hattan Bahebri and Al-Bandari Mubarak to gamers, including esports champion Abdulaziz Alshehri (Mr. Done); and women's team players Farah Jefry and Dalia Adel to the motorsport scene, including Formula E driver Reem AlAboud. Before launch, a CGI takeover of an AlUla monument replaced its interior with a stone-carved locker room holding the kit.
Case study source: Campaign Middle East Source ↗
