Puma and Al Hilal Turn a Kit Launch into a Celebration of Saudi Football and Sports Culture
To mark the 24-25 season, PUMA has unveiled not just a new kit for Al Hilal, but a powerful campaign that speaks to the heart of Saudi football culture. This campaign, themed Play for Real, isn’t just about celebrating a team; it’s a statement to the world that Saudi football is here to stay, with a legacy that runs deep and passion that is unshakeable.
Football in Saudi is under a global spotlight, especially with some of the biggest stars now playing for Saudi clubs. Play for Real is a statement that proves to the world that beyond the celebrity and headlines, they’re all about football. And for Saudi fans, Play for Real is a reminder that Hilalis are true to their roots and their passion for the sport. Be it in the street or the stadium, or even on a global stage.
Al Hilal, celebrating 67 years of excellence, is more than just a club; it’s a cultural icon. As PUMA’s creative agency, Leo Burnett Dubai knew that to honour this legacy, they needed to dive deep into what makes Al Hilal special—its fans. They interacted with Hilalis to understand nuances about the team, their photographic memory of every winning moment, how being a Hilali has been passed down through generations, and why the colour blue is a staple in every Hilali’s home. Using all these findings, they crafted a narrative based on real football moments, sifted through six decades of archive footage, painstakingly recreated hand-drawn calligraphy from fan art, and even used Al Hilal stadium chants to create an epic bespoke soundtrack.
Play for Real also celebrates the unity between local heroes and global icons. Featuring international stars like Neymar Jr. alongside beloved local players such as Al Buraiyk, the message is clear: when these athletes step onto the field, they’re driven by the same passion and purpose. There’s no distinction between global fame and local pride—only a shared mission to win. This sense of camaraderie and mutual respect was evident even during the production of the film, embodying the spirit of true champions. The campaign video has since racked up more than 5 million views across multiple social platforms.
Ricardo Amaral, Head of Marketing, PUMA GCC said, “PUMA has always been passionate about celebrating the unique cultures of the regions where we have a presence, all while staying true to our mission of pushing sports and culture forward. Our partnership with Al Hilal pushes us to constantly innovate, creating designs that draw inspiration from the club’s heritage and the diverse landscapes of the Kingdom in each of our collections. Play for Real has allowed us to connect with a fan base that’s not only deeply supportive of the club but also shares a boundless passion for football and sports.”
Muhammad Ali, executive creative director at Leo Burnett Dubai added, “Being number one means challenging the playbook you created. Something both Al Hilal and PUMA understood deeply. With KSA entering the global stage, we knew we couldn’t let the celebrity, the headlines, and the doubters distract us from what we’ve been doing for 67 years - playing great football for real. So we went back to our core. We spoke to the streets, sifted through decades of archive footage, crafted details only real fans would recognise, and even used their actual chants to construct our soundtrack. This is more than a trendy kit launch; this is about honouring legacy, championing fans, and telling the world: Saudi is here to play… for real.”
PUMA has a philosophy of ‘Crafted from Culture’ that shines through every aspect of the campaign. Starting from the new kit designs, the triangles on the home kit represent dominance, each one symbolising a past trophy victory. The away kit embodies strength, with lines inspired by the rugged terrain of the rocky mountains. And the alternate kit features the rare desert roses as a nod to the club's hard-earned glory. These design cues were carefully woven into the story, making Play for Real deeply rooted in Saudi history and culture.
