Dubai-based creative agency Them Again has partnered with adidas to introduce a landmark campaign celebrating the new Al Nassr FC home shirt.
The project aims to transcend traditional advertising, diving deep into the rich and vibrant culture of Saudi football, the passionate fan base of Al Nassr, and the team known as “The Knights of Najd”.
This campaign is far from a typical football commercial. Instead, it stands as an evocative film, meticulously crafted to capture the very essence of Al Nassr FC and its supporters.
To capture this, Them Again claims to have immersed itself in the heart of Saudi football culture, studying the match-day rituals, belief systems, and deeply ingrained traditions of Al Nassr fans.
The result is a narrative that doesn’t simply promote a product—it instils a profound sense of pride and evokes powerful emotions, both within the local community and beyond.
Colin Talbot, Managing Director of Them Again, said, “This campaign is a testament to our commitment to storytelling that is driven by human insight, and in this case, deeply inherent fan-based culture.
“Working closely with adidas and the Al Nassr community has been an incredible journey. We are immensely proud to showcase to the region and the world that Saudi Arabia’s football heritage is both profound and enduring, with a future full of promise,” he said.
Them Again said the creative journey behind the campaign was extensive and immersive.
The production house embarked on an in-depth exploration of Al Nassr’s heritage, recognising that the club’s story is not merely defined by its current success but is deeply interwoven with a long-standing, vibrant football culture.
This narrative was brought to life through a series of strategic steps, including creative ideation, script development, and visual direction. Every detail was carefully considered to ensure the final product was not just visually stunning, but also culturally significant.
“Football didn’t just arrive in the Middle East in 2022; it’s been here for generations,” said Ben Griffiths, Executive Creative Director at Them Again.
“Our goal was to honour the region’s rich football heritage, celebrating its unique history, style, and attitude.
With adidas giving us a global platform, we had aimed to create something truly special by leading with the Arabic language and infusing pop culture to connect with fans worldwide. The story was already there—our job was simply to bring it to life,” Griffiths explained.
The campaign is the first global football film to feature a club from the Middle East, and the first to be produced solely in Arabic.
This achievement aims to underscore both adidas’s and Them Again’s commitment to authentic, localised storytelling that transcends linguistic and cultural barriers.
A big challenge to work around the development of the spot was timing. Them Again said it secured the high-profile project only one month after the agency was officially launched.
With the help of its sister production company, NaF+, Them Again managed to fast-track the end-to-end production and post-production processes. Together, they aimed to ensure that every frame of the film resonates with the authenticity and passion that is synonymous with Al Nassr FC.
Credits
Them Again and NaF+
Managing Director: Colin Talbot
Executive Creative Director: Ben Griffiths
Creative Director: Christopher Shearer
Copywriter: Norah Alsofi
Copywriter: Madhawi Alrefaei
Art Director: Red Ballesteros
Motion Graphics: Marcelo Batista Junior
Director: Mohammed Hammad
Director of Photography: Joel Honeywell
Editor and Grading: Wayne Walsh
Editor: Rahul Rajan
Executive Producer: Sofia Panagiotaki
Head of Production: Marta Lacima
Producer: Johnny Griffiths
Producer: Ryan Warner
Account Director: Toby Johnson
Production Assistant: Joseph Castiglione
Music: Iain Mahanty
Branding: Aled Phillips
adidas
Global PR Director: Chris Smith
Senior Manager Global Brand Comms: Ramy Camel-Toureg
Brand Communications Manager: Yara Mansour
Senior Manager (Sports): Islam Aljamali
Brand Communications Manager: Diana Muhometova
