Nike Kit Launch: Crowd Just Did It!

#Agency News #Public Relations #Comms
BY Tom Berne
Managing Director (UAE)
12 Oct 2022

With the festival of international football just over a month away, brands are bracing themselves for 28 days of incredible action and excitement.

Crowd and FSM Brand Communications got in on the action recently with a Nike kit launch campaign for both men’s and women’s football teams of a local UAE football club, Al Ain. The proximity to the tournament makes this new Nike kits launch even more exciting, with football being one of the most followed sports in the region.

The project kickstarted with Nike identifying popular male and female football athletes for an exclusive photoshoot, wearing the new kits. This was followed by a Q&A session to get to know more about their footballing journey, their inspirations, motivations and goals. This culminated with advertorials published both on print and digital platforms of widely read publications Emirates Man and Emirates Women.

Screenshot 2022-10-12 at 9.12.40 PM

Renowned female footballers like Sara Al Shamsi and Maha Al Balooshi – the new stars of Al Ain Womenʼs FC First Team were an integral part of this campaign along with both first team and academy players from Al Ain FC’s men’s team, with notable inclusions like Danilo Arboleda, Saeed Juma, Mohammed Abbas and youth players, Saif Al Jabri and Saud Al Darei.

Screenshot 2022-10-12 at 9.15.28 PM

Al Ain Sports and Cultural Club was established in 1968 in the City of Al Ain. Al Ain FC, affectionately known as “The Boss” is recognised as one of the most dynamically successful clubs in the UAE. In 2018, Al Ain FC made history and managed to reach the final of the FIFA Club World Club and played against Real Madrid.

Crowd and Nike continue to work together to launch new kits for popular football clubs in the region along with partnering to promote the Nike brand through new store launches as an ongoing activity.


With a background in design and visual communications coupled with a global mindset, Tom takes creative design to an unparalleled level. During his time at Crowd, Tom has successfully led design teams to new heights with raw creative ideas.

Get in touch with us today to talk about your marketing challenges.