adidas has always been synonymous with the World Cup. Being the brand that has made every official World Cup match ball since the 30’s, it is the first sports brand that comes to mind when you think of the world’s biggest sporting event.

However, with being an official sponsor, comes visibility across all official platforms and promotional avenues.

Unfortunately, this does not include the one platform where 7 out of 10 Gen Z consume most of their World Cup content - TikTok.

We needed to find a way to connect with them on a platform where the brand had never had a presence in the region.

We brought together global football legends who have never had a presence on TikTok with the platform's biggest content creators in the region to turn all the World Cup action that happens between the matches into its very own show.

Called THE FAMILY REUNION SHOW.

Filmed in the heart of the World Cup action in Doha, the show released episodes straight to TikTok every day.

Creating a collision of lifestyle TikTokers, football content creators, and legends who have made history in previous World Cups, all coming together to give the Gen Z audience countless moments of entertainment throughout the tournament.

Gen Z is the fastest-growing content consumer base in the Middle East. Unlike all the key touchpoints where World Cup action takes place, they prefer to get everything from match updates to post-match discussions on TikTok.

We wanted to transform adidas's perception from purely being a sports brand synonymous with what happens on the pitch during the World Cup to become the brand inseparable from all the entertainment and excitement that revolves around the tournament.

The Family Reunion Show was shot in the heart of all the World Cup action at Doha.

Each episode was formulated on the spot based on the football legends and content creators who happened to be in Doha on that day.

From capturing the best moments to turning them into episodes, everything was done in real-time and released on TikTok every single day of the World Cup.

The show featured legends like Beckham, Xavi, Kaka, Casillas, Del Piero and many more. Each in their own excitement-filled segment, hosted by a different TikToker every time.

Each episode was tailored to highlight a side to the players that was rarely seen before. Bringing into the world of TikTok, while giving all TikTok fans something new to look forward to every day.

+356 million views

+15 million shares

The episodes performed 26% better than the standard for content on TikTok

adidas MENA became one of the most popular TikTok brands without even having its own page.