adidas - Al Rihla World Cup

adidas recently revealed the Al Rihla as the official match ball for the FIFA World Cup Qatar 2022, engaging Dashing to boost its launch in key Australian retailers.

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We partnered with the adidas creative team to develop impressive launch zones that would highlight the campaign tagline “your journey starts now”, which is associated with the meaning of Al Rihla in Arabic – “the journey”. Guided by the brand’s global concept, Dashing produced two displays at Ultra Football stores and five at Rebel Sport stores, all of them combining multi-coloured sails, representing the iconic boats and flag of Qatar, plus fitting room magnetic walls with impactful graphics.

Sustainability was a priority in this project, as the Al Rihla ball is the first FIFA World Cup ball to be made exclusively with water-based inks and glues, we used sustainable stocks to produce an eco-friendly activation. Digital 55” screens were added to the area to showcase the 3D content supplied by the brand, giving life to the campaign.

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