Fares joined adidas in 2018 and was appointed general manager of MENA in 2022. His role expanded to senior vice president for MENA, Ukraine, Central Asia, and the Caucasus in 2024. adidas has been focusing largely on expanding across Saudi Arabia since 2024, along with signing numerous sports and culture partnerships. Its ‘Yours to Write’ campaign, which was launched in September 2024, focuses on the new Saudi Arabia national soccer (football) team’s home and away jerseys. adidas has also collaborated with the Saudi Arabian Football Federation, Al-Nassr Football Club, the Al Ahly Sporting Club in Egypt, and the Fashion Commission of Saudi Arabia.