Adidas Arabia, in partnership with Toast Films and M&C Saatchi Sport & Entertainment London, has launched the latest installment of its ‘You Got This’ campaign. This integrated campaigns aims to capture the very essence of sport that connects athletes – on every pitch, track and court, as well as off the track – rooted in the line, “We all need someone to make us believe.” The campaign was multi-channel campaign was rolled out across out-of-home (OOH), digital integration, social media and even through music partnerships.
This included a prominent OOH takeover of Dubai’s Mall of the Emirates metro bridge — strategically located for public commuters; comprehensive digital coverage of all targetable LG screens during the Dubai Marathon coupled with a vibrant e-commerce push; impactful storytelling on adidas Arabia’s and adidas Dubai’s Instagram channels; as well as a tailored music experience on Anghami to connect with runners emotionally.
Bilal Fares, SVP and GM adidas EMC, said, “The new campaign is part of our continued ambition to help disarm negative pressure in sport and is rooted in the universal truth that everyone needs someone to help make them believe You Got This. Through running, we aimed to capture authentic, relatable moments leading up to the start line — moments that are often as impactful as the race itself.”
Sharing his thoughts on how this strategy was rolled out in the campaign, Fares adds, “Our narrative centred around ‘winning with her’, showcasing two female friends supporting each other before the race begins. This dynamic duo highlights a unique aspect of running: your biggest rival can also be your closest ally. By focusing on this interplay, we made the story deeply personal and representative of the power of positive influence and connection in sport.”
As a result, running became the natural focus of the campaign, aligning with the region’s growing enthusiasm for the sport and major events such as the Dubai Marathon. Adidas was positioned at the centre of this momentum, demonstrating the importance of positivity is in the sport, whilst inspiring runners.
The campaign launched in January and will run for through the first quarter of 2025.
“We will maintain momentum around major running events such as Dubai Marathon and will drive conversations for future events through positive influence. This will ensure sustained engagement and relevance among the region’s growing running community,” Fares concluded.
CREDITS:
Client: adidas Arabia and adidas Dubai
Production House: Toast Films
Agency: M&C Saatchi Sport & Entertainment
Marketing Lead: Varun Khare
Senior Manager Brand Communications: Ramy Camel-Toueg
Brand Communications Manager: Alex Fowler
Brand Communications Manager MENA: Amanda Kobeissi
Social Media & PR Team Lead: Ivan Delmakov
Agency Director: Sam Hurley
Creative Director: Conall McAteer
Account Director: Louise Mearns
Director: Damiano Fieramosca
DP: Mila Shamraeva
Executive Producer: Chaza Saeed
