Outdoor > Culture & Context

LIQUID BILLBOARD

HAVAS MIDDLE EAST, Dubai / ADIDAS / 2022

Awards:

Grand Prix Cannes Lions
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Please tell us about the cultural insight that inspired the work

Despite MENA region being surrounded by beautiful beaches and pools, water activities have a limited appeal to women. Whilst other sports have adapted their product ranges to cater to the needs of women in MENA, the swimwear category hasn’t.

Adidas believes that sports belong to all. On our mission to strive for inclusivity and closing the gender gap in sports, the brand created a new line of modest swimwear designed to achieve the perfect balance of fit, features, performance and coverage. The goal was to offer swimwear for all women in MENA regardless of shape, ability or belief because nobody should be prevented from enjoying the benefits of being in and around the water.

While globally, 32% of women don’t feel comfortable wearing a swimsuit at a public beach or pool, in MENA the number is 88%.

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