The Middle East’s first reality show made completely for TikTok to celebrate the region’s love for all things football.
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.
The World Cup however, is much more than that. With over 5 billion people watching, It is the most viewed spectacle in the whole world. Making this sports event into the biggest entertainment phenomenon.
In addition, 1 out of 7 Gen Z consume most of their World Cup content on TikTok.
We wanted to turn the biggest sports brand of the World Cup into the most talked about brand in the world of entertainment as well.
So we brought together the biggest names in global football, and the biggest Arab content creators of the MENA region to turn all the off-field World Cup action into a show of its own.
Filmed in the heart of the World Cup action in Doha, the show released episodes straight to TikTok in real-time. Capturing the experiences of the players, historic legends, fans and sometimes even movie stars.
By the end of the World Cup, adidas MENA had become one of the most talked about brands on TikTok, even without having its own page on the platform.
Turing all the on-field excitement into something that over a billion people around the region could experience even after the games were done.