adidas says ‘You Got This' to those who need to hear it in 2025
Adidas Arabia, in partnership with Toast Films and M&C Saatchi Sport & Entertainment London, has launched the latest installment of its 'You Got This' campaign. This integrated campaigns aims to capture the very essence of sport that connects athletes – on every pitch, track and court, as well as off the track – rooted in the line, 'We all need someone to make us believe.' The campaign was multi-channel campaign was rolled out across out-of-home (OOH), digital integration, social media and even through music partnerships.
This included a prominent OOH takeover of Dubai's Mall of the Emirates metro bridge — strategically located for public commuters; comprehensive digital covera
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Campaign ME
2 days ago
- Campaign ME
Adidas, Egypt's Al Ahly FC rally for FIFA Club World Club glory with new campaign
Adidas has marked another defining moment in its long-standing partnership with Egypt's Al Ahly FC football club by launching a new chapter of its 'You Got This' 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 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
Dubai Eye
31-05-2025
- Dubai Eye
'M*A*S*H' actress Loretta Swit dies at 87
Loretta Swit, the Emmy Award-winning actress who played no-nonsense U.S. Army combat nurse Major Margaret "Hot Lips" Houlihan in the hit TV series "M*A*S*H" for more than a decade, died on Friday at the age of 87. Swit, a mainstay of one of the most successful and acclaimed series in US television history, died at her home in New York City from what was suspected to be natural causes, her publicist, Harlan Boll, said. Swit earned two best supporting actress Emmys and 10 nominations for her role as Hot Lips, the lusty, tough but vulnerable, patriotic Army career nurse in the series that ran from 1972-1983. As the only regular female character in the ground-breaking show set in the fictional 4077th Mobile Army Surgical Hospital during the Korean War of the 1950s, Hot Lips endured the insults, pranks and practical jokes of the fun-loving male surgeons. The show's cast also included Alan Alda, Wayne Rogers, McLean Stevenson, Larry Linville, Mike Farrell, Harry Morgan, Gary Burghoff, David Ogden Stiers and Jamie Farr. Swit defined her role by playing a strong, determined, independent woman, who had input into the development and storyline of her character, including her split from her married lover Major Frank Burns, hilariously played by Linville, and her own wedding and divorce. She appeared in nearly all of the more than 250 episodes and the series finale, which was the most watched episode of any TV series in history when the show ended in 1983. The TV series was based on the real-life experiences of an Army surgeon, who penned the 1968 book MASH: A Novel About Three Army Doctors, and on director Robert Altman's 1970 black comedy film of the same name. "While we were shooting, even from the very beginning, we were aware of how very special it was," Swit said about the series in a 2017 interview with Fox News. "The symbiosis, the camaraderie, the love and respect we had for each other."
ARN News Center
31-05-2025
- ARN News Center
'M*A*S*H' actress Loretta Swit dies at 87
Loretta Swit, the Emmy Award-winning actress who played no-nonsense U.S. Army combat nurse Major Margaret "Hot Lips" Houlihan in the hit TV series "M*A*S*H" for more than a decade, died on Friday at the age of 87. Swit, a mainstay of one of the most successful and acclaimed series in US television history, died at her home in New York City from what was suspected to be natural causes, her publicist, Harlan Boll, said. Swit earned two best supporting actress Emmys and 10 nominations for her role as Hot Lips, the lusty, tough but vulnerable, patriotic Army career nurse in the series that ran from 1972-1983. As the only regular female character in the ground-breaking show set in the fictional 4077th Mobile Army Surgical Hospital during the Korean War of the 1950s, Hot Lips endured the insults, pranks and practical jokes of the fun-loving male surgeons. The show's cast also included Alan Alda, Wayne Rogers, McLean Stevenson, Larry Linville, Mike Farrell, Harry Morgan, Gary Burghoff, David Ogden Stiers and Jamie Farr. Swit defined her role by playing a strong, determined, independent woman, who had input into the development and storyline of her character, including her split from her married lover Major Frank Burns, hilariously played by Linville, and her own wedding and divorce. She appeared in nearly all of the more than 250 episodes and the series finale, which was the most watched episode of any TV series in history when the show ended in 1983. The TV series was based on the real-life experiences of an Army surgeon, who penned the 1968 book MASH: A Novel About Three Army Doctors, and on director Robert Altman's 1970 black comedy film of the same name.
