Rexona, in partnership with the Saudi Arabian Football Federation (SAFF), has unveiled a bold debut campaign, We’re Coming, crafted by creative agency ‿and us, celebrating the unstoppable determination of the Saudi Arabia Women’s National Football Team.
The campaign showcases the team’s grit, resilience and relentless pursuit of their goals as they continue to break boundaries and inspire a new generation of athletes in the Kingdom.
“We’re immensely proud to support the Saudi Women’s National Team on their journey to greatness,” said Karl Nehmeh, Marketing Manager at Rexona.
“This campaign captures their spirit and determination perfectly. At Rexona, we believe in the power of movement to change lives, and We’re Coming is a testament to the remarkable potential of women’s football in Saudi Arabia,” Nehmeh added.
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The We’re Coming campaign aims to make a statement that highlights the team’s journey of continuous progress and unwavering ambition.
Narrated through the voices of young girls who dream of a future in football along with the National Team themselves, the campaign underscores a collective vision: the Saudi Women’s National Team is not stopping until they achieve what they set out to achieve.
“This campaign is a celebration of movement in every sense of the word — physical, emotional, and cultural,” said Fadi Yaish, CEO & Chief Creative Officer of ‿and us.
“It’s an honour to work with Rexona and the Saudi Women’s National Team on a project that not only inspires young girls across the Kingdom but also redefines how we view ambition and determination in sport.”
Building on the historic partnership announced in 2024, Rexona has continued to champion women’s football in Saudi Arabia.
The We’re Coming campaign represents the first milestone in this mission, encouraging participation in sports and promoting the belief that no goal is out of reach.