Weaved As One was the biggest launch campaign done by adidas in the Middle East.

This was the launch of the Saudi Arabia national team kit that covered numerous touch points. From the launch film made by documenting Saudi national players traveling across the country to celebrate the fans who have always supported them, to the fans themselves being featured on outdoors, digital banners, in-store, and even on landmark takeovers, to even a special activation where the Saudi players wore kits signed by the people of Saudi, instead of the other way around.

Football has always been the lifeblood of Saudi Arabia. This has never been a country that comes up when one speaks of the greats in the world of football. However, that changed during the 2022 Qatar World Cup when Saudi Arabia beat Argentina during the group stages. Becoming the first Arab nation to defeat a World Cup champion.

Almost immediately, they became the national team of all Arabs, and the world finally took notice of Saudi football's potential.

That is why, this felt like the right time to make the world take notice of Saudi football fandom as well. Because Saudi Arabia has die-hard football fans even in the most remote corners. Places where one would never expect football exposure to reach.

That was the purpose of the launch of the new Saudi Arabia Football Federation kit. To shine a light on what Saudi football passion is truly about.

Saudi Arabia is a truly diverse country, with communities from different corners of the kingdom that are vastly different from each other, with unique dialects, unique cuisines, and even unique cultures. The one common passion that runs through the entire country, no matter where you may be, is football. Saudi Arabia has never had a strong standing on the global football stage. Resulting in the misinformed belief that football isn't as popular here. Whereas the reality is that the local football scene in the kingdom is just as popular with locals as it is in any other major football loving nation.

The national team's performence at the 2022 Qatar World Cup finally made the world take notice of Saudi's potential to becoming a force to reckon with. Now it was time for Saudi fans to get global recognition too.

To launch the 2023/24 Saudi Arabia Football Federation kit, we launched Weaved As One. A campaign tailored to remind every Saudi football fan across the kingdom that this new kit belongs to them just as much as it belongs to the national team players.

Every piece of this campaign proved just one thing. That no matter who you are, if you’re wearing the Saudi Arabia National Kit, you are part of the national team.

The objective of Weaved As One was two-fold.

- To launch the new 2023/24 Saudi Arabia Football Federation kit in a way that becomes a national moment.

- To leverage this launch as an opportunity to bring Saudi football passion to the global stage.

The intention behind taking the unconventional approach of making the people of Saudi Arabia the stars of the kit launch instead of the national team players was to bring to life a notion that has existed in the kingdom for decades - that the national team doesn't stop at the players. Every man, woman, and child who shares the same passion is an extention of the team itself.

“Weaved As One” was specially created to be an ode to the devoted fans of Saudi Arabia.

Starting with taking the national players on a journey across the kingdom to meet with diverse Saudi communities and give them the honour of being the first to put on the new national jerseys, even before the players themselves. These unscripted interactions are what became the launch film.

The music of the film too was created to be an ode to the Saudi football spirit. By turning chants from different Saudi stadiums into audio samples.

Then to bring the celebration of fans onto the pitch, we invited people from across the kingdom to send in their signatures that were printed onto the official kits worn by players during key matches.

3.2 million views in less than a week

6.2 million reach

The film became the most shared piece of football content in the kingdom. Second only to highlights from their historic World Cup win against Argentina.

The new kits sold out across stores in less than a week.