Dubai has always celebrated global athletes through record-breaking spectacles. In a region where over 30% of women aspire to take up professional sports, there has never been a sporting spectacle featuring a female athlete.

To remind the women of the region that sport belongs to all, we created the highest source of inspiration the city has ever seen. Celebrating not an athlete, but rather, an activist - Asma Elbadawi. An amateur basketball player, activist and poet who fought against the hijab ban in international basketball and won. On the rooftop of the tallest building of the iconic Palm Jumeirah in Dubai, we created a basketball court that towered 232 meters above the city.

Illuminated using 52 gallons of glow-in-the-dark paint and 6000 LED lights, it shined brighter than the entire city skyline. On the floor of the court, we paid tribute to Asma with an 1800 sq.ft. mural capturing her relentless spirit.

The design put every woman who stepped onto this court in the ultimate spotlight and became a constant reminder that no matter what women choose to wear, sport belongs to all.

To remind the women of the region that sport belongs to all, we created the highest source of inspiration the city has ever seen. Celebrating not an athlete, but rather, an activist - Asma Elbadawi. An amateur basketball player, activist and poet who fought against the hijab ban in international basketball and won. Changing the game for women everywhere. On the rooftop of the tallest building of the iconic Palm Jumeirah in Dubai, we created a basketball court that towered 232 meters above the city. We called this landmark dedicated to Asma, the I'M POSSIBLE COURT.

+285M total reach

+$4.2M earned media value

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