Arab sports star Mo Salah joins new adidas campaign

The campaign also includes hijabi runners Khadija Hegazy and Mariam Farid.

Sportswear brand adidas has unveiled its latest campaign, Running Needs Nothing But You. It stars the Arab world’s most famous footballer, Mohamed Salah. Plus, two of the region’s leading female sportswomen, Egyptian runner Khadija Hegazy and Qatari hurdler Mariam Farid. 

The Running Needs Nothing But You campaign follows the Arab sports stars alongside people of all ages from across the world. We watch as they put on their adidas trainers, and run in all conditions, from mountains to marathons. The narrator comments: “Running needs nothing. It was born free. Goalpost free. Hoop free. Finish line free.” 

Mohamed hails from Nagrig, Egypt. The Premier League footballer plays for Liverpool, and captains the Egyptian national team. In his first season, he set the record for the most Premier League goals scored in a 38-game season – 32, no less – and took his team to the 2018 UEFA Championships League Final. 

Mohamed explains: “Running is my personal story – it reminds me of early mornings in Egypt when I was 13, waking up at 5am to pray and run. It was around the same time I was scouted and began playing for an amateur club so running always reminds me of chasing my impossibles and running after the future I had imagined for myself”. 

Khadija is a triathlete champion and an advocate for Adidas’ Running Community. She shares “Running has become my personal time where I disconnect from everyone and everything and I feel free. Also being part of a running crew helps you to find people on the same journey as you and you make lifetime friends. The energy is super powerful, it gives me strength to go about my daily life.”

Mariam broke ground as the first hijabi female Qatari athlete to take part in the World Athletic Championships. She adds: “I believe I’m here to change how the world views hijabi athletes, so I can show the real picture of women like me or even people from the Middle East. I want to inspire a younger generation of women like me to get into sport and show the world what we can do.”

adidas’ Running Needs Nothing But You campaign also coincides with the launch of Ultraboost Light. The sneaker includes innovative new material, which makes it 30 per cent light. The line is available from 3 March in the UAE. 

GO: Visit www.adidas.ae for more information.