Mo Salah x adidas

Sports Direct Football
Creative Campaign

September '18

Mo Salah holding adidas X 18.1

Mo Salah x adidas

Following our previous work with adidas; the Predator campaign launch event in 2017 and the Young Preds event in early 2018, we were rewarded with exclusive access to Liverpool and Egypt striker, Mohammed Salah, in the build up to the 2018 World Cup.

The aim of the campaign was to showcase the release of the Adidas Energy Mode, the boot built for speed. Utilising Salah’s profile as a speedster, he was the perfect profile for the product release, as his playing style aligns with the characteristics of the boot.

Our Role

  • Creative Direction
  • Production
  • Paid Media
  • Digital Strategy
  • Animation


Through the work of our audio visual and post production team, the final video highlighted the essence of speed from the Adidas product, whilst maintaining focus on the brand identity. The addition of lightning animation was used to emphasise the “electric speed” of the boot whilst the groups of three lightning bolts compliment adidas’ iconic “3 stripes.”

7.8m social impressions. 1.2m people reached. 11% average engagement rate.

Mo Salah holding adidas X 18.1
Mo Salah sitting in a throne with the holding adidas X 18.1 around his neck

Mo Salah was injured in the Champions League final whilst playing for Liverpool, throwing the Egyptian’s chances of performing at the World Cup into doubt. As a result our team were forced to relocate from London due to Salah’s rehabilitation schedule, and the shoot took place in Valencia.

Once again, our team demonstrated the unique creativity of DINK, by delivering culturally relevant content for the SDFootball channel, with Mo Salah, often coined as “The Egyptian King” sitting upon his very own throne, holding his pair of adidas X 18.1 boots.