As a kid, Salah had to travel 9 hours a day, 5 days a week by bus, to get to training.

This journey is symbolic of his determination that would drive him on to become the Egyptian King.

To launch Salah’s first ever signature boot, we decided to use the actual bus Salah used to take, to drop off boots to those in his home region of Egypt, as a symbolic gesture recognising those who have supported and been on the journey with him.

We had 10 days from pre-prod to delivery, with a freak flash flood (in Egypt!) meaning we couldn’t get the bus into Nagrig, Salah’s hometown…  just for an added bit of fun.