The Saudi Arabian Football Federation is more than a national team for the people of country. 

It is a symbol of their unity, diversity and passion. Making the official team jersey just as much of a national symbol as the national flag. 

Most new football kit are launched by the teams that wear them on the pitch. 

But we wanted to show the world that the Saudi National team doesn’t end at the 22 players that make up the squad. It extends to every single person who puts on the jersey. No matter which part of the kingdom they come from. 


To launch the 2023/24 Saudi Football Federation official kit, the national team players weren't the first to wear it.

Instead, they took the jerseys to different corners of Saudi Arabia to meet with truly unique communities who symbolized the very fabric of Saudi culture, tradition and future.

They gave these fans in the heart of the kingdom the honour of being the first to wear the kit. Even before they wore it themselves.

This entire experience was captured and turned into the launch film of the new official kit. Celebrating the people of the kingdom, just like the national players are celebrated worldwide.

Reminding them all that whoever wears this kit, is just as much a part of the national team as they players themselves.

In this kit, they are all weaved as one.

In 2022, team KSA took the world by shock by doing what no one ever thought an Arab nation would do. They defeated a World Cup champion in a world cup game. This monumental moment transformed what the world thought an Arab team was capable of, and for the first time, the whole world saw the passion of Middle Eastern, especially Saudi fans.

People in every part of the kingdom were seen celebrating this victory. Even places where no one ever imagined football passion would exist.

That is why when it came to launching the new 2023/23 kit (the first kit launched by adidas as the new sponsor), we chose to take a completely different direction from what kit launches usually are.

Instead of celebrating the team, the team journeyed through the kingdom to celebrate the people who are just as much a part of the team as they are.

This film in its essence was a pure casting exercise.

Unlike the conventional process of finding unique cast, this film needed us to find truly unique communities that formed the fabric of Saudi culture, passion, and vision.

So we had key players from the Saudi national team journey across the kingdom to the worlds of the camel racing community, the rally racing community, and the e-sports community.

Traveling to race tracks in the middle of the desert, tarmac circuits in the mountains, and gaming cafes in the heart of the kingdom's capital, they met with Saudis who come from different backgrounds, pursuing different passions, yet brought together by their love for football.

The camel racers ranged from young adults to retired jockeys. The Rally racers comprised of both seasoned male racers and rising female racers. The gamers included world champions and young trainees aiming for greatness.

3.2 million views in less than a week

6.2 million reach

Sparked global conversations about adidas bring the new official sponsor of the Saudi Arabia Football Federation