Adidas unveils Saudi chapter of Backyard Legends ahead of 2026 FIFA World Cup

Featuring Saudi football legends and rising local heroes such as Saud Abdul Hamid and Sami Al Jaber, the film captures the energy and passion that exists in the stadiums and football communities around the Kingdom of Saudi Arabia.

Taking Adidas’ global message ‘You Drive’ as its theme, the campaign encourages athletes everywhere to play freely, confidently and have fun ahead of the world’s most important football event.

adidas is bringing Backyard Legends to Saudi Arabia today ahead of the 2026 FIFA World Cup, celebrating the neighboring stadiums, football icons and communities that are inspiring the next generation of the game across the Kingdom.

The film, centered around Saudi soccer star Saud Abdul Hamid, follows a group of young soccer fans in Riyadh as they passionately debate who will be the best Saudi national team ever. Taking place between neighborhood streets, late-night soccer gatherings, unofficial stadiums and video game sessions inspired by local soccer culture, the story captures the excitement and confidence surrounding Saudi Arabia’s growing influence on the world game ahead of world soccer’s most important tournament.

The campaign blends football fandom, video game culture and grassroots passion, and celebrates the wider football ecosystem that is defining the future of the sport in Saudi Arabia, from youth players and women’s football to the communities that drive the game forward every day. Through spontaneous conversations and shared moments, the film highlights football not only as a sport, but also as a cultural language that continues to unite and inspire a new generation across the Kingdom.

The campaign, which is part of Adidas’ wider global ‘You Drive It’ campaign, aims to help athletes alleviate stress in sport through positivity, support systems and self-confidence. Until the start of the 2026 FIFA World Cup, adidas continues to support the joy of free play, whether it’s in Riyadh’s neighboring stadiums or in the world’s most important football forum.

Adidas Emerging Markets CEO Bilal Fares said: “Football culture in Saudi Arabia continues to evolve in remarkable ways with passion, ambition and a new generation striving to shape the future of the game. As fans look forward to the 2026 FIFA World Cup, we wanted to tell a story with a genuine sense of ‘You trust football and lead the local community’. provides, be it on neighboring fields or on the world stage.”

Saud Abdul Hamid said: “Growing up, soccer was always about community, trust and believing in yourself. It is inspiring to see the next generation play with passion and great character as a special moment before football approaches and the 2026 FIFA World Cup kicks off.

Ahead of a busy summer of football, adidas continues to be an essential part of the game around the world as the official ball supplier of the game and partner of the 2026 FIFA World Cup™.

The campaign will launch through adidas and partner channels in May 2026.

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