Driven by the belief that sport belongs to all, adidas began a movement of change to ensure that everyone had access to performance wear for the water and enjoy one of the most popular sports in the world – by mid-2021, the brand launched its first Full-Cover Swimwear Collection.

To launch the new collection, adidas introduced BEYOND THE SURFACE. A campaign that sparked a worldwide conversation about making swimming more inclusive for all women, irrespective of their shapes, ethnicities, abilities, or faiths.

To inspire all women in MENA to feel confident in water, Adidas challenged sociocultural barriers preventing them from embracing water and turned water into a symbol of freedom, instead.

Through this movement that encouraged women to see water as a liberating space the brand brought women from all walks of life to inspire each other to break barriers and embrace water.

The Beyond The Surface initiative started with a global film featuring 5 unique women breaking down barriers, who then became the face of adidas’s inclusive swimwear collection.

The 5 women became the face of the initiative in-store, online, and on social media.

Their personal stories were turned into social films to build a stronger connect with our audiences.

Then at Dubai's most visited beach, we created the world’s first Liquid Billboard, inviting every woman in Dubai to become an adidas ambassador by finding their comfort in water.

Every woman’s experience was transformed into personalized posters in real time and live streamed on the city’s largest digital display.

key influencers were sent special invites that could be revealed when seen through water.

350 million total reach

$6 million earned media

60+ countries across 6 continents

45% View Through Rate vs industry average of 2%

17.7% engagement rate on social media

70% sell-through rates in just the first 4 weeks across flagship stores