Urban Jungle has unveiled “Kora f’demm” meaning “football in our blood” – a short film celebrating Moroccan youth and their deep, instinctive connection to the game during the Africa Cup of Nations (AFCON).
Shot in the heart of Casablanca, the film captures the city’s raw rhythm and urban energy, portraying football as more than a ninety-minute match. During AFCON, the game is lived and felt in everyday moments-in the streets, in movement, and in self-expression.
At the core of Kora f’demm lies a simple message:
It is not about where you watch football, but how you live it.
The film follows authentic scenes drawn from daily life – a casual foot control on the street, the confident stride of a young supporter, and instinctive reactions that only football can spark. Together, these moments reflect how the sport shapes identity and expression, particularly among Morocco’s youth.
Kora f’demm also highlights the natural intersection between football and contemporary urban style. Jerseys blend with hoodies, performance sneakers pair with casual wear, and sports culture seamlessly integrates into everyday fashion. This fusion mirrors Urban Jungle’s retail philosophy-offering a space where sport, streetwear, and personal style coexist.
Developed in collaboration with Growth Marketing Partner, the project reflects a deep understanding of Moroccan culture at the crossroads of youth, sport, and streetwear. As Urban Jungle notes, AFCON creates a unique atmosphere across Morocco- heard in conversations, seen in the streets, and expressed in how young people dress, move, and celebrate the game. Kora f’demm translates this collective emotion into a powerful and honest visual story.
The Moroccan national team will face Senegal in the AFCON final on Sunday evening, January 18th 2026. Already qualified for the next FIFA World Cup, to be hosted in the USA, Canada, and Mexico, Morocco’s national team creates an ideal moment to engage fans. Urban Jungle is leveraging this momentum, particularly as Moroccan national team products are currently available in stores.
The campaign is UJ-led and multi-brand, rather than focused on a single label. While visibility of the Morocco kits is central, the campaign also features other key brands, including Nike, Adidas, Crocs, and more. The UJ football ball acts as a unifying element throughout the story.
The objective is to connect sports performance with lifestyle. Football is a universal phenomenon-the number one sport globally and a powerful force that unites cultures. This campaign reflects how Urban Jungle consumers live their passion for sport through a lifestyle lens.
This project also marks the beginning of Urban Jungle’s “Road to World Cup 2026” campaign. More activations and content will follow as the team moves closer to the World Cup in the USA, Canada, and Mexico next summer.
The film is now available across Urban Jungle’s digital platforms and can be viewed here.
