Nike x Gulf United
This project was a campaign produced in partnership with Nike to promote the new home kit of grassroots football club Gulf United. The objective was to align the visual storytelling with the club’s established brand identity, which balanced youthfulness and edge with polish and discipline.
The creative direction centered on highlighting the kit’s red and blue colorway while situating it within Gulf United’s state of the art training facilities. The campaign aimed to reinforce the club’s positioning as ambitious, modern, and competitive, while remaining rooted in grassroots football culture.
The campaign was filmed over two days during peak summer conditions in Dubai, requiring continuous adaptation due to extreme heat and equipment constraints. The production demanded a flexible, responsive approach on set, with adjustments made in real time to maintain pace and quality.
Post production was completed over the course of a week, with careful attention to pacing and soundtrack selection to reflect the club’s bold and authentic character. The campaign delivered strong results, contributing to a 20 percent increase in academy trial sign ups in the week following launch and receiving direct praise from Nike’s Head of Marketing in the Middle East.
