Adidas, Egypt's Al Ahly FC rally for FIFA Club World Club glory with new campaign
The new campaign — anchored in a cinematic short film — captures the emotional pulse of the club's journey to the FIFA Club World Cup 2025.
From the El Tetsh Stadium to the final send-off in Cairo, the film highlights moments of support from coaches, teammates, and supporters — showing how belief from the sidelines can carry players across continents. It ends with a powerful moment of belief from club captain Mohamed El Shenawy, echoing the campaign's rallying cry: 'You Got This.'
In conversation with Campaign Middle East, Eugene Karasev, Senior Brand Director, adidas EMC, revealed how the You Got This campaign is being advertised in Egypt. He revealed that Havas Middle East was the agency behind the You Got This campaign.
Karasev said, 'We've got 46 faces across Cairo, covering the city from East to West. across the ring road, 6 October bridge, Suez road, and the Alex desert road. We're covering prime locations that lead to the natural traffic route of people coming and going from Zayed to New Cairo and back, and will have strong presence for people headed to the North Coast for eid and summer.
He added, 'When it comes to digital, we've got a strong amplification plan across all paid social channels, and will reach more than 15 million people in Cairo, Alex, North Coast and Matrouh. We will also be doing a takeover of Score365 during all Al Ahly games, with push notifications and game countdowns, in addition to a CTV takeover ahead of Al Ahly's first game on all LG and Hisense screens.'
Rooted in adidas' belief that positivity and belief can change the game, the You Got This campaign celebrates the relentless spirit of Al Ahly FC — a team built on unity, heritage and the voice of its supporters.
The campaign also aligns with adidas' global efforts to foster positive influence in sport, as recently revealed in its 'Sideline Effect' study — a global initiative aimed at empowering coaches, parents, supporters and teammates to help make athletes believe 'You Got This'.
In tandem with the campaign, adidas has also unveiled the 2025/26 Al Ahly home kit, which will be worn on-pitch during the FIFA Club World Cup 2025. The latest football jersey was launched across Egypt, Saudi Arabia and the UAE with the work and the social media platform push on adidas arabia and Al Ahly FC brought to life by Crème de la Cairo.
A nod to the club's iconic 2006 tournament appearance, the jersey features heritage-inspired graphics, modern performance technology, and a proud tribute to its title as 'Club of the Century' on the back collar — a reminder of the legacy that powers every step forward.
Commenting on the campaign, Mohamed El Shenawy, Al Ahly FC Captain, said, 'Wearing this badge means carrying the hopes of millions. What fuels us isn't just training or tactics — it's the belief of our people. That belief… it's everything.'
Wessam Abou Ali, adidas ambassador and Al Ahly FC Forward player, added, 'This campaign is about showing how support — from the supporters, from the community, from each other — can push athletes to greatness. Al Ahly's story represents more than a club; it's a movement powered by belief. That's the essence of 'You Got This'.'
Mo Hany, adidas ambassador and Al Ahly FC Right-back player, said, 'When you hear your name from the stands or feel that support during the tough moments — that's what lifts you. This campaign reminds us all that belief isn't just personal — it's shared. And it makes all the difference.'
The new kit will be available today on adidas.com and at select adidas stores across Egypt, Miami, Saudi Arabia, and the UAE.
CREDITS:
Client: adidas / Al Ahly FC
Agencies: Havas Middle East and Crème de la Cairo
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