Building a powerful connection for adidas through a cultural institution

adidas wanted to drive brand heat through awareness of their association with Mo Salah, our H+K team knew that the way to do this was to spark conversations beyond the football verticals.

With the significance of one million votes Salah received in the Egyptian Presidential elections firmly in the team’s minds, they turned their attentions to one of the most famous representations of Egyptian history in the world: The British Museum’s Egypt collection.

The end of the season was near, the team had to move quickly to pull all the pieces together ahead of Salah’s last English Premier League game, where he would receive the Golden Boot.

The team photographed a pair of Salah’s football boots at The Museum in front of its most iconic pharaoh statue. In a collaborative sell-in, organised swiftly with The British Museum press office team, H+K London announced the addition and managed to secure blanket media coverage across national and vertical titles in the UK, with further pick-up across Egypt, the Middle East and even Brazil.

Sector: Retail + Leisure, Sports
Office: London