- Agency: Cheil UK
- Client: Adidas Egypt
- Category: Print Design — Sports & Leisure
- Location: London, United Kingdom
- Project Brief: Create a localized outdoor campaign that strengthens Adidas’ connection with Egyptian audiences through culturally relevant storytelling.
A sports OOH has to land in a glance, and Adidas Egypt's "You Got This" rollout pulls it off across a hand-painted building wall, freestanding unipoles, and a stacked multi-panel board. The whole campaign feels Egyptian before it feels like adidas.
Casting does most of the work. Mohamed Salah has fronted the brand in the region since 2012, and people in these markets genuinely care about him. Huda El-Mufti next to him is the smarter call, because her audience skews local, which is the entire point.
The visuals earn it too. On the painted wall, Salah stands on a pyramid of footballs, and a billboard sets him among a plastic beach chair, a red icebox, and empty soda crates, the kind of stuff any Egyptian spots in a second. Huda's outfit handles the quiet part: a red Adidas sweater over a white dress reads as a bride to anyone driving past.
The order of the work makes it stick. Adidas built the idea out of the culture instead of pasting local touches onto a finished global concept. The print run covers Cairo's main roads and reaches a huge audience without losing the thread.
