Al Hilal and sportswear brand Puma have once again teamed up for the 2024-25 season with a new kit and powerful campaign ‘Play for Real’. It celebrates the passion for football in Saudi Arabia. Al Hilal FC is also celebrating 67 years of excellence and has emerged as a cultural icon.
Puma teamed up with creative agency Leo Burnett Dubai for the latest campaign to showcase the evolution of Al Hilal and the love for the color blue. Play for Real underscores the unity between local heroes and global icons, featuring international football stars like Neymar Jr. and Al Buraiyk, among others.
Ricardo Amaral, Head of Marketing at PUMA GCC, said Puma has always been passionate about celebrating the unique cultures of the regions while staying true to its 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,” he said. “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, said both Al Hilal FC and Puma understand how challenging it is to remain at No.1. “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,” he said. “So, we went back to our core. We spoke to the streets, sifted through decades of archive footage, crafted details only real fans would recognize, and even used their actual chants to construct our soundtrack.”
Ali said it’s more than a trendy kit honor as it honors legacy, champions fans, and tells the world that Saudi is here to play for real.
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