Egyptian football icon Mo Salah took over the tallest building in the world last night to share a video message with the people of the UAE, and the broader Middle East.
“The Middle East is shaping sport for generations to come, because we know sport has the power to change lives,” said Salah.
The Liverpool FC forward spoke to mark the opening of the latest Adidas store in Dubai, the largest and most sustainable store in the middle East India and Africa. Video of the footballer was projected onto the Burj Khalifa on Wednesday night, accompanied with music, lasers and lights, to enhance the footballer’s message.
“Hello Dubai. Welcome to the future of sport. Because we know has the power to change lives—to change a city into a playground. To break stereotypes. Working side by side for a more sustainable future. The future of sport is here,” Saleh said.
Saleh’s message came in both Arabic and English to reach as wide as possible an audience in the city, and he was accompanied in the projection by locally-based Adidas brand ambassadors, including Raha Moharrak, Enas Ashry, Emmanuelle Bonham and Sean Burgess, a local Dubai resident who will attempt to run 700km, the full length of the United Arab Emirates, in seven days starting on March 2 2021.
Saleh also emphasized in his message the need for female empowerment in sport and beyond.
“We will continue to empower women, not just through sport, but in every aspect of life.”
The brand-new flagship Adidas store opens today at The Dubai Mall, opposite the Ice Rink.
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