Always at the forefront of cutting-edge football, Adidas is accompanying customers and football fans throughout the FIFA World CupTM 2022. To bring its Family Reunion narrative to life on the ground in Qatar, the brand launched ‘The Family Reunion Show’, a real-time talk show hosted by the TikToker community of the region and featuring some of the world’s football legends including Iker Casillas, Xavi Hernández Alessandro Del Piero, and Ian Wright.

Inspired by the Adidas global ‘Family Reunion’ campaign look and feel combined with a late-night shows approach, the short episodes merge pop culture and football in a laid-back environment and reflect big moments of the World Cup, games on the pitch, and events off the pitch. The show offers viewers exclusive access to and behind the scenes with top football players.

Episodes air on TikTokers’ pages, Instagram (@adidasMENA), and (@adidasMENA). Havas Middle East designed and developed the show’s global branding, generated the creative concept, and is shooting and producing the content of the MENA episodes at the Adidas media center in Doha. adidas football global is also airing some of the MENA episodes on their own channels (@adidasfootball on YouTube, @adidasargentina on Instagram…).