Roger Hampel
Photo Credit: Al-Ittihad FC
Al-Ittihad FC and B360 Watches have collaborated on a limited-edition watch marking the club’s 97-year history. Designed as a tribute to the team’s legacy, the timepiece quickly became a must-have item, selling out within just eight hours through the flagship store and online platform.
More than just a product launch, the watch represents a fusion of heritage, craftsmanship, and modern brand storytelling, offering fans and collectors a unique way to connect with the club’s history and ambition. This collaboration strengthens Al-Ittihad’s presence in the luxury market, aligning the club’s brand with exclusivity and prestige.
Strategic Partnerships Strengthen the Launch
The campaign was elevated through strategic collaborations with key partners who contributed to the project’s success. B360 Watches meticulously designed the watch to reflect Al-Ittihad’s identity, incorporating fine details that honor the club’s resilience and continued dominance. The luxury retailer Rubaiyat Group curated a high-end wardrobe worth 200,000 SAR, styling players in a mix of modern streetwear and timeless elegance, emphasizing the balance between sport and sophistication.
The campaign’s visual storytelling was further enhanced by Al Balad Development Company, which provided the Al Rayess Hotel in Jeddah’s UNESCO heritage district as the setting for the launch, blending history with contemporary innovation. The collaboration showcased the synergy between football, culture, and high-end fashion, setting a new standard for premium sports merchandise marketing.
Star Players and Legends Front the Campaign
To bring the campaign to life, Al-Ittihad enlisted key players and club legends, reinforcing the connection between the past, present, and future of the club. Karim Benzema, Steven Bergwijn, Saleh Al-Shehri, Saad Al-Mousa, and club legend Hamzah Idris led the launch, embodying the club’s spirit of excellence and perseverance. As clubs seek to expand their influence beyond the pitch, partnerships like this demonstrate the potential of merchandise-driven storytelling to engage both sports enthusiasts and high-end consumers.
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