Highlights
To launch the Official Match Ball of the FIFA World Cup Qatar 2022, adidas partnered with Sweetwater to create an unforgettable global moment. Blending Qatar’s rich cultural heritage with the global passion for football, the Al Rihla launch delivered a powerful, immersive experience that resonated far beyond the region.
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Challenge
The launch of the FIFA World Cup Official Match Ball is always a key global moment for adidas. For Qatar 2022 — the first World Cup ever hosted in the Middle East — the challenge was twofold: celebrate the ball’s technical innovation while honoring Qatar’s unique cultural story, ensuring global relevance and regional authenticity.
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
Approach
The campaign’s creative concept was inspired by the meaning of “Al Rihla” — The Journey. Sweetwater designed an immersive live event and online experience that paid tribute to Qatar’s dual heritage: its nomadic desert traditions and its maritime legacy. The aim was to position Al Rihla as not just a ball, but as a cultural symbol connecting Qatar’s story to the global football community.
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
Execution
Set against a breathtaking backdrop where the desert meets the sea, the launch event combined sport, culture, and spectacle:
– VIP guests, legendary footballers, local athletes, media, and influencers gathered to celebrate the reveal.
– Inspiring talks and panel discussions explored the journey of Al Rihla and Qatar’s historic role as World Cup host.
– A specially constructed match pitch hosted a celebratory showmatch, merging performance with cultural storytelling.
– The pitch installation was later repurposed for a local girls’ football team, extending the event’s legacy.
– The entire experience was amplified through digital content, live broadcasts, and global media outreach.
Results
The Al Rihla launch achieved global impact:
Extensive press coverage across sports, lifestyle, and general news media at local, regional, and international levels.
Strong engagement from fans, influencers, and football communities worldwide.
Successfully positioned adidas not only as the World Cup’s technical partner, but as a brand deeply respectful of host nations and their cultural narratives.
Takeaways
By deeply integrating cultural insight with global brand storytelling, adidas and Sweetwater elevated the match ball launch into a powerful symbol of Qatar’s World Cup journey. The Al Rihla campaign demonstrated how meaningful cultural connections can create resonance and relevance on a global scale.
