To launch the new Saudi Arabia Football Federation Kit 2023-24, Adidas brought together key players from both the men’s and women’s national teams for its ‘Weaved As One’ campaign.
The footballers journeyed across the Kingdom to visit three diverse communities that share the same passion for the sport and make up the fabric of both traditional and progressive Saudi culture.
“This campaign is a celebration of Saudi culture, passion, national pride and the love for football that brings everyone together,” Anshuman Bhattacharya, Creative Director, Havas Middle East told Campaign Middle East. Havas recently picked up a Lynx award for its work on the Adidas x Ravi/ Ravi Superstar campaign in Dubai.
In Saudi Arabia, football is a matter of national pride, making the country’s kit just as cherished a national symbol as any other. In many ways, it represents every individual who calls Saudi Arabia their home. In last year’s world cup finals, Saudi Arabia beat Argentina, the eventual winners of the football tournament.
In a film conceptualised and managed by Havas Middle East, and produced by Film House, viewers see very diverse communities become the faces of the new kit launch, celebrating the fact that everyone who wears this kit, players of the squads and fans alike, are all part of the Saudi National Team.
Mohammed Al-Owais, goalkeeper of the Saudi national team launched the kits with the professional camel racing community who has been raising camels and competing in this ancient sport for generations.
Hassan Altambakti, Abdulelah Al-Amri, Hattan Bahebri, and Al-Bandari Mubarak launched thenew kits with the quickly growing gaming and e-sports community of theKingdomwhichevenincludedglobal e-sports champion Abdulaziz Alshehri, popularly known as Mr. Done.
While Farah Jefry and Dalia Adel from the women’s national team launched the new kits with the professional motorsports racing community, including Reem AlAboud, the youngest Saudi woman to compete in Formula E.
Leading up to the launch, a digital takeover of one of Saudi Arabia’s most iconic landmarks-Alula-was done by replacing the interiors of the monument with a stone-carved locker room with a larger-than-life kit displayed. The stunt was thought up and overseen by Havas Middle East,using CGI by VertexCGI.
