In October 2017, H+K helped adidas launch Tango League in the Middle East, the brand’s global urban football initiative to catapult talented players from the region onto a global stage.

With our finger on the pulse of football in the region, the H+K team was charged with selecting six players from the UAE and Saudi Arabia as Tango League captains. They in turn were challenged to build their own teams and recruit the best urban, street footballers they could find.

Throughout the campaign, H+Ks task was to tap into the region’s untouched community of urban footballers, create an underground buzz around Tango League in its first year, and promote real word of mouth through disruptively simple branded experiences and creative content. The Tango culture spread like wildfire with 100% positive sentiment on social media, a 25% share of voice growth in the online football conversation, and a social reach of 3.1 million over the one month campaign period.

Following the regional tournament in the UAE in October, MVP Yahya Al Ghassini attended the global final in Russia. Scouted at the event, he is now on trial at Paris Saint-Germain and Malaga FC, showcasing adidas Tango League’s ethos of taking players from the streets to stadiums.

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