When Mo Salah scores, he performs a muslim prayer. But have you noticed he doesn’t do this all the time? That’s because he only knows which direction Mecca is in relation to Anfield.

So Adidas will have perimeter boards in every Premier League stadium that points towards Mecca, so muslim footballers can celebrate how they would like and with confidence.

Showing the way literally, but also showing the way metaphorically in terms of inclusivity.