Sandy Hanna
All work

Anghami × FIFA 23

Anghami's new identity, worn by FIFA players around the world.

Client
Anghami × EA Sports
Year
2023
Where
Global, in-game
The Anghami FIFA 23 kit surrounded by planets and music notes

An Anghami-themed kit and stadium inside FIFA 23 Ultimate Team, with Anghami looks for player avatars in VOLTA and Pro Clubs.

The world is listening — and playing

The kit's creative direction grew out of Anghami's rebrand and its line “The world is listening”, which aims to empower Arab youth to create and connect with the world. It brought that identity to the screen in a cool, bold way.

To push the drop, players who unlocked the kit and posted about it could win a VIP box: a physical Anghami jersey, a year of Anghami Plus and a FIFA 23 Ultimate Edition code. Influencers across the region rallied their followers to take part.

The Anghami jersey and FIFA 23 box
Fig. 01The Anghami jersey and FIFA 23 box
Press coverage of the Anghami FIFA 23 drop in Arabic and English
Fig. 02Press coverage of the Anghami FIFA 23 drop in Arabic and English

Results

  • Covered by regional press in Arabic and English