adiClub x Sarah Essam Mural

Following a brief from adidas MENA to empower woman in sports in the local community, we looked at the roster of adidas female athletes in the region. Sarah Essam from Cairo, is the only female Arabic woman to have played in the Woman's Super League in England. For a region which, compared to Europe and NAM, struggles with woman getting enough support to pursue sporting success, she is a shining light. We partnered with local artist Aya Tarek, to create a mural at Sarah Essam's school to inspire and engage the pupils. What was in it for our adidas members? We ran a local raffle in Egypt, where adidas members could win the chance to co-create the mural with our artist and also meet and greet Sarah Essam on location at the mural. We also added a QR code to the mural so the public passing by, could scan and sign up to adiClub in MENA and perhaps win similar rewards and experiences in the future. Working in MENA and Egypt was certainly differed than with Europe - timelines are a lot shorter and there was a lot of local council 'red tape' to go through. But following the execution, the feedback we got from Sarah Essam, the school and the local government was extremely positive. Furthermore the engagement figures we got from the QR code smashed our KPIs - meaning overall the mural was a complete success.