Legends are set in stone

Mo is a living legend but his legacy will live on long after he hangs up his boots.

Created to immortalise one of football’s modern greats, adidas celebrated Salah’s impact with a bespoke F50 Elite FG for AFCON 2025.

Working with photographer Thomas van Kristen, we created a photography campaign that takes inspiration from the world of ancient Egypt.

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Agency: The Midnight Club
Client: Adidas Football
Role: Creative Direction, Concept
With: Shuby Agoro, Cassius O’Connell-White, Verity Cousins, Marcos Balbino, Annabel Mills, Charlie Warner, Josh Connell, Ben Moutrie
Photographer: Thomas van Kristen

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adidas - Ousmane Dembélé