- Adidas and Mohamed Salah have released a cinematic World Cup campaign film titled "You Got This," rolling out across Egypt in June 2026.
- The film, created by agencies BMB and Cheil UK, reimagines Salah as a modern-day Egyptian King, narrated museum-style as if he were a historic pharaoh.
- The campaign is driven regionally by Adidas Arabia, with PR handled by Havas Red Middle East.
- The film's iconic closing shot shows Salah perched atop a pyramid made of footballs, as the famous Liverpool terrace chant builds to a crescendo.
Mohamed Salah has long been football royalty, and Adidas is making it official. Released on June 4, 2026, the new “You Got This” World Cup campaign film crowns Egypt’s greatest footballer as a modern pharaoh in a cinematic short conceived by BMB and Cheil UK, driven regionally by Adidas Arabia.
The film features actress Huda El Mufti guiding visitors through a museum as she recounts Salah’s journey, from a young boy travelling hours daily to train, to a global icon with over 400 career goals, as though narrating the life of an ancient ruler.
It culminates in Salah triumphantly seated atop a pyramid of footballs while the beloved Liverpool terrace chant, set to the 1989 James track “Sit Down,” swells in the background. PR for the campaign was handled by Havas Red Middle East.
Salah’s relationship with Adidas is his most valuable single endorsement, with the partnership having evolved into one of Adidas’s most important football partnerships globally.
The two have been linked since 2018, with Adidas releasing custom F50 boots in his honor and previously teaming up with him on a 2025 campaign promoting positive sideline behaviour in youth sports.
Beyond Adidas, Salah holds active partnerships with Pepsi, having starred alongside David Beckham and Alexia Putellas in a global Pepsi campaign and Vodafone Egypt. His total endorsement income is estimated at $15–20 million annually, with Adidas accounting for the largest share.
For Adidas, Salah joins a growing roster of global stars headlining their 2026 World Cup push. The brand has also assembled an all-star campaign featuring Timothée Chalamet, Bad Bunny, and Lionel Messi, all part of the brand’s wider World Cup 2026 campaign, alongside other Adidas athletes including Jude Bellingham, Declan Rice, and Son Heung-min.
On the pitch, Salah is entering a pivotal summer as a free agent following Liverpool’s mutual termination of his contract ahead of schedule, with clubs and leagues across the globe monitoring his next move.
Takeaways
This campaign is more than a boot ad, it’s a cultural statement. Adidas isn’t just selling Salah; they’re selling a story rooted in heritage, identity, and aspiration that speaks directly to millions of fans across Egypt, the Arab world, and beyond.
By leaning into the “Egyptian King” mythology that football fans built organically on the terraces of Anfield, Adidas is showing they understand how the most powerful athlete brands are built, not manufactured.
This is also a smart World Cup play for a market that matters. With Salah now a free agent heading into the tournament, this campaign ensures his personal brand stays front and center regardless of where he lands next, and Adidas stays tightly attached to that moment.
Could this campaign influence Salah’s next club destination, and will Adidas follow him wherever he goes? Is Adidas setting a new standard for localized World Cup campaigns by leaning into regional culture rather than a one-size-fits-all global ad? How does this film position Salah’s legacy brand beyond his playing career?
