To mark the 24-25 season of football, PUMA has unveiled not just a new kit for Al Hilal, but a powerful campaign that speaks to the heart of Saudi football culture.
The campaign, titled Play for Real, isn’t just about celebrating a team; it aims to make a statement to the world that Saudi football is here to stay, with a legacy that runs deep. It also aims to position Al Hilal as a team that focuses on the sport itself.
“PUMA has always been passionate about celebrating the unique cultures of the regions where we have a presence, all while staying true to our mission of pushing sports and culture forward,” said Ricardo Amaral, Head of Marketing, PUMA GCC.
“Our partnership with Al Hilal pushes us to constantly innovate, creating designs that draw inspiration from the club’s heritage and the diverse landscapes of the Kingdom in each of our collections,” said Amaral.
For the team’s fans, Play for Real aims to be a reminder that ‘Hilalis’ are true to their roots and their passion for the sport.
Amaral said, “Play for Real has allowed us to connect with a fan base that’s not only deeply supportive of the club but also shares a boundless passion for football and sports.”
🎥 Introducing the 24/25 AlHilal Home & Away kits. Crafted from 67 years of glory. Inspired by our majestic homeland. Made for those who #PlayForReal
Available now📍AlHilal Store!
📲 BLU APPhttps://t.co/aL2umyTqjK pic.twitter.com/ZLpIGFckPR— AlHilal Saudi Club (@Alhilal_EN) August 2, 2024
As PUMA’s creative agency, Leo Burnett Dubai knew that to honour this legacy, it needed to dive deep into what makes Al Hilal special—its fans.
“Being number one means challenging the playbook you created. Something both Al Hilal and PUMA understood deeply,” said Muhammad Ali, Executive Creative Director at Leo Burnett Dubai.
The agency interacted with ‘Hilalis’ to understand nuances about the team, their photographic memory of every winning moment, how being a ‘Hilali’ has been passed down through generations, and why the colour blue is a staple in every ‘Hilali’s’ home.
“We spoke to the streets, sifted through decades of archive footage, crafted details only real fans would recognise, and even used their actual chants to construct our soundtrack,” said Ali.
Using all these findings, Leo Burnett Dubai crafted a narrative with an aim to reflect real football moments.
Play for Real also celebrates the unity between local heroes and global icons. “Being number one means challenging the playbook you created. Something both Al Hilal and PUMA understood deeply,” said Ali.
Featuring international stars like Neymar Jr. alongside beloved local players such as Al Buraiyk, the message Leo Burnett Dubai aims to convey is that when these athletes step onto the field, they’re driven by the same passion and purpose.
There’s no distinction between global fame and local pride—only a shared mission to win. This sense of camaraderie and mutual respect was evident even during the production of the film, embodying the spirit of true champions.
The campaign video has since racked up more than 5 million views across multiple social platforms.
In terms of the kit’s design, PUMA aimed to let its philosophy of ‘Crafted from Culture’ shine through every aspect of the campaign.
PUMA explains that the triangles on the home kit represent dominance, each one symbolising a past trophy victory. The away kit embodies strength, with lines inspired by the rugged terrain of the rocky mountains. The alternate kit features rare desert roses as a nod to the club’s hard-earned glory.
These design cues were carefully woven into the story, with the aim of making Play for Real deeply rooted in Saudi history and culture.
