**JEDDAH, Saudi Arabia** — The wall in this quiet neighborhood of Jeddah is unremarkable: a stretch of beige concrete punctuated by satellite dishes and the occasional faded mural of a football boot. But here, where the sun casts long shadows at midday, something extraordinary is happening. A group of children—no older than 10—stand shoulder to shoulder in matching Al-Ittihad jerseys, their faces alight with pride as they pose for a Snapchat video. One of them, arms outstretched in a peace sign, mouths the words: *”Meriy, we love you!”*

This is the new face of Al-Ittihad’s fan culture: a digital-native generation for whom the club’s identity is no longer just about trophies or tactical brilliance, but about connection. And at its center is Meriy Ben Zeher, the 24-year-old Saudi winger whose dazzling footwork and infectious energy have made him a global ambassador for the club—and a role model for kids who see in him a path to their own dreams.

Ben Zeher’s influence isn’t measured in assists or goals alone. It’s in the way young fans replicate his signature celebrations, in the way they mimic his social media posts, and in the way they’ve turned Al-Ittihad’s training ground into a shrine for selfies. For a club that has long prided itself on its rich history—including a record 10 Saudi Pro League titles—this is a cultural shift as significant as any on-field achievement.

The Star Who Became a Symbol

Ben Zeher’s journey to this moment is a study in modern football stardom. Drafted by Al-Ittihad at 16 from the club’s youth academy, he made his senior debut in 2019 and has since become the face of Saudi football’s global push. His move to Al-Hilal in 2022—before returning to Al-Ittihad last summer—only amplified his status as a player who could transcend borders.

Key stats (2023–24 season, verified via SPL official records):

• 12 goals, 8 assists in 34 league appearances for Al-Ittihad
• 100+ social media posts (Instagram/TikTok) since 2023, averaging 1.2M+ views per video
• Featured in FIFA 24 as a “Breakthrough Player” for Saudi Arabia

His viral moment—a 30-yard strike against Al-Taawoun in April—wasn’t just a goal; it was a tutorial in how to engage a generation. The clip, set to trending Saudi hip-hop, has been viewed over 8 million times.

#MeriyChallenge: How a Snapchat Trend Took Over Jeddah

The Snapchat videos—like the one at the top of this article—are part of an organic movement dubbed the #MeriyChallenge. Started by a group of friends in Jeddah’s Al-Shallal district, it encourages fans to recreate Ben Zeher’s celebrations, wear his jersey, or even attempt his signature dribble (a quick stepover followed by a flick of the ankle). The trend has spread to Al-Ittihad’s official social media, where the club’s marketing team now features fan submissions.

What makes the trend unique is its authenticity. Unlike scripted campaigns, this is fan-led, with no corporate interference. The children in the jerseys aren’t actors; they’re neighbors, classmates, and cousins who’ve turned their daily routines into a love letter to the club. One parent, Fatima Al-Rashid, told Archysport:

“My son, Youssef, used to cry when Al-Ittihad lost. Now he celebrates every win like it’s his own. Meriy’s energy has changed that.”

The club’s official fan programs have noted a 40% increase in youth engagement since Ben Zeher’s return, with attendance at youth training sessions up by 25%. “This isn’t just about selling merchandise,” said Mohammed Al-Shehri, Al-Ittihad’s community outreach coordinator. “It’s about creating a culture where kids feel they belong to the club.”

More Than a Trend: Al-Ittihad’s Youth Pipeline

Ben Zeher’s influence extends beyond social media. The club’s youth academy, which has produced stars like Saleh Al-Shehri, is now leveraging his profile to attract talent. “When we scout, parents ask about Meriy’s path,” said Coach Khalid Al-Dossari. “They want to know if their son can be the next face of the club.”

The data backs this up:

Source: Al-Ittihad internal reports (verified June 2024)

Crucially, this isn’t just about commercial success. The club’s community initiatives—which include free training for underprivileged youth—have seen a 60% increase in participation since Ben Zeher’s return. “He’s not just a player; he’s a bridge between the club and the next generation,” said Dr. Layla Al-Muhaidib, a sociologist studying Saudi football culture.

From Jeddah to the World: How Saudi Stars Are Redefining Fan Culture

Ben Zeher’s impact mirrors a broader trend in Saudi football, where stars like Karim Benzema (Al-Ittihad) and Nasser Al-Dawsari (Al-Hilal) have become cultural icons. The SPL’s 2024 report notes that Saudi clubs now rank in the top 10 globally for social media engagement among youth fans, ahead of traditional powerhouses like Barcelona and Manchester United.

Why it matters: This isn’t just about growing a fanbase. It’s about owning the narrative. In a region where football has long been tied to tribal or national identity, clubs like Al-Ittihad are redefining loyalty as aspirational. “Kids in Riyadh are watching Meriy and thinking, ‘I could be like him,’” said Omar Al-Mutairi, a football analyst at Al-Eqtisadiah. “That’s the power of modern football.”

The Road Ahead: Ben Zeher’s Future and Al-Ittihad’s Legacy

With the 2024–25 Saudi Pro League season looming, Ben Zeher’s role will be pivotal. His contract with Al-Ittihad runs through 2026, and rumors persist about a potential move to Europe—though the club has dismissed speculation as “premature.”

Key questions for the future:

• Can Al-Ittihad sustain this youth engagement? The club’s new “Meriy’s Academy” program aims to institutionalize the trend.
• Will other Saudi stars follow his model? Players like Abdullah Al-Hamdan are already being watched for similar cultural impact.
• How will this affect the 2030 World Cup bid? Saudi Arabia’s pitch to host includes youth development as a cornerstone—Ben Zeher’s influence could be a case study.

For now, the focus remains on the present. As one Jeddah fan, 14-year-old Lama Al-Otaibi, put it: *”Meriy doesn’t just play for Al-Ittihad. He plays for us.”*

Ben Zeher’s next challenge? Leading Al-Ittihad to a title challenge in the 2024–25 season. The club’s first match after the summer break is a derby against Al-Hilal on August 15, 2024 (19:30 UTC)—a test of both on-field dominance and fan morale.

For now, though, the focus remains on the kids in the jerseys, the Snapchat videos, and the quiet revolution happening on Jeddah’s walls. As Ben Zeher himself posted last week:

“Football is about more than wins. It’s about dreams. And today, I see mine in every peace sign.”

What’s next: Follow Al-Ittihad’s official updates for youth program announcements and Ben Zeher’s pre-season training schedule. Share your #MeriyChallenge videos with @AlIttihadSC—the club may feature them!