During a period of mind-numbing isolation caused by regional and global lockdowns, entertainment was a scarce resource – adidas wanted to fix that. adidas set out to create captivating and exciting content to energize and engage with Arab sports fans – a partnership with Kooora was the logical next step. Together, adidas and Kooora endeavoured to create, host and distribute a virtual gaming tournament, replacing sports with e-sports, across KSA and UAE.
To build the communication strategy they worked with Mediacom MENA to derive insights around the football scene in the region, looking at shifts in the audience’s behaviour during the pandemic. They witnessed an increase in gamin
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