The brand says that the kit represents every individual who calls Saudi Arabia their home, making it belong to more than just the national team.
That is why, to launch the new Saudi Arabia Football Federation Kit 2023-24, adidas brought together key players from both the men's and women's national teams in the 'Weaved As One' campaign.
For the campaign the footballers journeyed across the country to visit three diverse communities that share the same passion for the sport and make up the fabric of both traditional and progressive Saudi culture.
In a film conceptualised and managed by Havas Middle East, and produced by Film House, we see very diverse communities become the faces of the new kit launch, celebrating the fact that everyone who wears this kit — players of the squads and fans alike are all part of the Saudi National Team.
In this kit, the entire country is weaved as one, says the brand.
Mohammed Al-Owais, keeper of the Saudi national team launched the kits with the professional camel racing community who has been raising camels and competing in this ancient sport for generations.
Hassan Altambakti, Abdulelah Al-Amri, Hattan Bahebri and Al-Bandari Mubarak launched the new kits with the quickly growing gaming and e-sports community of the country, which even included global e-sports champion Abdulaziz Alshehri, popularly known as 'Mr. Done'.
While Farah Jefry and Dalia Adel from the women's national team launched the new kits with the professional motorsports racing community, including Reem AlAboud, the youngest Saudi woman to compete in Formula E.
Leading up to the launch, a digital takeover of one of Saudi Arabia's most iconic landmarks, Alula, was done by replacing the interiors of the monument with a stone-carved locker room with a larger-than-life kit displayed.
The stunt was thought up and overseen by Havas Middle East, using CGI by VertexCGI.
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