adidas has revealed its latest iteration of theYou Got This campaign, this time in Egypt and featuring footballer Mo Salah, ahead of the FIFA World Cup 2026™.
The campaign celebrates the enduring impact that Mo Salah continues to have on the next generation of football players and fans across the country.
Joined by Huda El Mufti, the film brings his story to life through a powerful narrative that celebrates ambition, perseverance, and the moments that shape a legend.
It will be rolled out across adidas and partner social channels throughout June 2026.
The film follows a group of young fans through a cinematic retelling of Salah’s journey.
His story comes to life, from a young boy travelling hours every day to chase his dream, to becoming one of football’s most celebrated players and a symbol of Egyptian pride on the global stage.
Huda El Mufti
Blending mythology, imagination and football culture, the campaign reinterprets Salah as a modern-day Egyptian King, inspired by his legacy, achievements and the belief he continues to inspire in millions across the country.
As part of adidas’ widerYou Got This platform, the campaign highlights the importance of confidence, support, and self-belief in helping athletes overcome pressure and pursue their ambitions.
Bilal Fares, General Manager at adidas EMC, said, “Mohamed Salah represents far more than football in Egypt. He represents belief, resilience, and what becomes possible when an entire generation sees someone from their own community reach the highest level. Through You Got This, we wanted to tell a story deeply connected to Egyptian culture while celebrating football’s ability to inspire communities across the country.”
Ahead of the FIFA World Cup 2026™, adidas aims to celebrate the joy of playing freely, from the streets of Cairo to the world’s biggest football stage.
The brand also intends to continue playing an unmissable role in the game globally as Official Match Ball supplier and partner for the FIFA World Cup 2026™.
CREDITS:
Client: adidas
Creative agency and production house: Cheil UK
PR agency: HAVAS Red Middle East