Expanding football merchandise to include Saudi Arabian women

Sun & Sands Sports + Al Hilal Club + Nike, 2018

Services involved: Creative concept, design and copy for a digital ad campaign and in-store activation

THE CHALLENGE

The brief was to help increase sales of the new Al Hilal 2018-2019 jersey, appealing to  the existing fan base.

Football culture in Saudi Arabia, especially street football, is built around players’ pride and honor. The style of play is fast-paced and possession-driven, with a keen awareness of being watched.

DRIVING INSIGHT

Our research-driven approach expanded on the client’s brief, uncovering an unmissable opportunity: a cultural shift. 

On January 8, 2018, an announcement declared that Saudi Arabian women were now allowed to watch official football matches in Jeddah and Riyadh stadiums. We recognized the active and latent power of this moment, signifying a move forward for women psychologically, socially and culturally. It meant that the landscape for football fans had just expanded: 43% of individuals from a population of 31 million now had access to the game. 

We could not ignore this moment. We used it to push players to work harder, keep the ball, and leave everything on the pitch.

THE MESSAGING: TWO-FOLD

Mediocre is not an option. 
The stakes just got higher.
Up your game.
They are watching.

The game just got bigger. They are watching. The female gaze is upon them - mothers, daughters, sisters, and future players. ‘Watch’ is a key action here - it's not an adoring gaze, it's an aspiring one. It’s the “watch” of “watch and learn.” The players are leading by example. The doors to the stadium are open. The pitch is within reach.

Call to players:
UP YOUR GAME.

THEY ARE WATCHING.

Call to (the female) audience:
APPLAUSE IS JUST THE BEGINNING.
UP YOUR GAME.

IMPLEMENTATION

A digital and in-store ad campaign was launched for two months, via Facebook, Twitter and Instagram. 

IMPACT

Following the largely positive feedback that followed this campaign, Sun and Sand Sports announced the opening of 40 new retail stores in Jeddah and Riyadh in 2018-2019.