Craft & art direction by Shift Lab & You, in collaboration with Havas Middle East, for The Ya Hala Carpet, Adidas case study.

 

As a new generation of fans embraces the Saudi Pro League, adidas rolled out a welcome like no other — a custom carpet inspired by Saudi Arabia’s traditional lavender carpet. But this one tells a story: its patterns and details celebrate 48 years of Saudi league history, giving every newcomer a vibrant introduction to the legacy of Saudi football.