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 so much passion and personality. I’m proud to be part of a campaign that celebrates that energy and reminds young players across Saudi that they can achieve anything.”
Set between neighbourhood streets, late night football screenings, informal pitches, and gaming sessions inspired by local football culture, the story captures the excitement and belief surrounding Saudi Arabia’s growing influence on the global game ahead of football’s biggest tournament.
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Blending football fandom, gaming culture and grassroots passion, the campaign also celebrates the wider football ecosystem shaping the future of the sport in Saudi Arabia, from rising young players and women’s football to the communities driving the game forward every day.
Bilal Fares, General Manager, adidas EMC, said, “Football culture in Saudi Arabia continues to evolve in incredibly exciting ways, driven by passion, ambition, and a new generation shaping the future of the game.
Fares added,” As the world looks ahead to the FIFA World Cup 2026™, we wanted to tell a story through ‘You Got This’ that feels authentic to the local community, celebrating the joy, confidence, and belief that football creates, whether that’s on neighbourhood pitches or the world stage.”
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Through authentic conversations and shared moments, the film highlights football not just as a sport, but as a cultural language that continues to unite and inspire a new generation across the Kingdom.
As part of adidas’ wider global “You Got This” platform, the campaign aims to help athletes overcome pressure in sport through positivity, support systems, and self belief.
Ahead of the FIFA World Cup 2026™, adidas continues to champion the joy of playing freely, whether that’s on neighbourhood pitches in Riyadh or on the world’s biggest football stage.
Ahead of a huge summer for football, adidas will continue to be an unmissable part of the game globally as Official Match Ball supplier and federation partner for the FIFA World Cup 2026™.
The campaign will roll out across adidas and partner social channels throughout May 2026.
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CREDITS:
Client: adidas
Creative agency: BETC Riyadh
Production house: Crafters Space
