adidas
‘You Got This’ 2026 World Cup Social campaign
Background: Ahead of the 2026 World Cup, I was brought in to independently manage the social campaign supporting adidas’ wider global ‘You Got This’ advertising and OOH campaign. With Mo Salah as one of the key faces of the campaign, my role was to develop social-first creative that translated the wider campaign platform into content that felt native to Salah’s channels, while remaining connected to the overarching creative idea.
Production & Delivery:
Independently managed the campaign from the social side, acting as the lead across strategy, creative development and delivery.
Developed and pitched social-first concepts for Mo Salah that brought the ‘You Got This’ platform to life beyond the main advertising campaign.
Built ideas around Salah specifically, considering his audience, personality and how people naturally engage with football content across social.
Worked within the wider campaign creative and brand guidelines while ensuring the social executions had their own purpose rather than simply replicating the hero ad.
Client Needs: adidas needed a social campaign that could extend the impact of the hero advertising and OOH activity into social, using one of the world’s most recognisable footballers to connect with audiences in a more immediate and platform-relevant way. The content needed to feel unmistakably part of ‘You Got This’, while being developed specifically around Salah, his personality and his audience.
Approach:
Concept & Creative Development:
Independently managed the campaign from the social side, acting as the lead across strategy, creative development and delivery.
Developed and pitched social-first concepts for Mo Salah that brought the ‘You Got This’ platform to life beyond the main advertising campaign.
Built ideas around Salah specifically, considering his audience, personality and how people naturally engage with football content across social.
Worked within the wider campaign creative and brand guidelines while ensuring the social executions had their own purpose rather than simply replicating the hero ad.
Results:
Extended the Campaign: Created a dedicated social layer that supported adidas’ wider advertising and OOH activity around one of its biggest global football campaigns.
Social-First Creative: Turned the overarching ‘You Got This’ platform into content developed specifically for social rather than simply adapting existing campaign assets.
Talent-Led Execution: Created content specifically around Mo Salah, using his involvement to connect the wider campaign with football audiences in a more native social format.
End-to-End Ownership: Independently managed the social campaign from concept development and planning through to personally shooting with Salah and overseeing final content delivery