adidas Ronaldo

adidas Juventus Calligraphy Jersey

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Client ServicesCreative, PR

How do you make the Arab world sit up and take notice of the Supercoppa Italiana in Riyadh?

When Juventus met Lazio in the capital of Saudi Arabia, adidas needed to do something big.

So, we created a world first.

Juventus shirt back

Collaborating with Saudi artist Shaker Kashgari, we turned players’ names on the back of the jersey into Arabic calligraphy.

The shirts were worn by the players during the match, including global superstar, Cristiano Ronaldo.


The special edition was sold out in just 48 hours.

Earned media

The moment was covered in over 80 countries.

Award winning

MEPRA 2020 Best Sports and Recreation Campaign.