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posted on May. 25, 2026 at 5:50 pmMay 26, 2026

adidas unveils Saudi chapter of ‘Backyard Legends’ ahead of FIFA World Cup 2026

posted on May. 25, 2026 at 5:50 pmMay 26, 2026

Blending football fandom, gaming culture and grassroots passion, the campaign celebrates the wider football ecosystem shaping the future of the sport in Saudi Arabia.

Saudi Arabia adidas Backyard Legends campaign

adidas has brought its viral Backyard Legends campaign to Saudi Arabia ahead of the FIFA World Cup 2026™, celebrating the neighbourhood pitches, football icons and communities inspiring the next generation of the game across the Kingdom.

Centred around Saudi football star Saud Abdulhamid, the brand’s film follows a group of young football fans across Riyadh as they passionately debate who would make the ultimate Saudi Arabia team.

Saud Abdulhamid said, “Growing up, football was always about community, confidence, and believing in yourself. With football entering such a special moment globally ahead of the FIFA World Cup 2026™, it’s inspiring to see the next generation play with

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Tags:adidas Advertising authentic conversations Backyard Legends belief BETC Riyadh brand film Campaign community Confidence Fifa World Cup FIFA World Cup 2026 Football football culture football fandom Gaming culture gaming sessions grassroots grassroots passion Havas Middle East marketing pitches Saud Abdulhamid shared moments sports advertising Sports Marketing You Got This

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.