adidas' global campaign "I'm Possible" was created to encourage women around the world to participate in sports without the fears that society imposes.

In the Middle East, the English tagline with the M as the adidas logo had to be adapted for the Arabic-speaking market.

We were challenged with maintaining the concept of the campaign in Arabic, by using the same visual device in a completely new alphabet.

Making a visual alphabet trick that works superbly in one language work in a completely different one is no easy task, especially Arabic, which uses completely different shapes. Arabic also transforms alphabets as they connect to each other, which made finding a line that reads well difficult. Not only did we have to find an alphabet that could work with a similar form, but we had to ensure that the concept of the headline remained intact.

To add to the difficulty, there is only ONE Arabic alphabet that could work with the same form as the adidas logo.

And so, we worked backwards ... we built a line around a letter, keeping in mind that our main target audience was Arab women living in the Middle East.

We first turned the three vertical bars of the Arabic letter " س" into the adidas logo, and then wrote a word around it which meant impossible. Despite the challenge that Arabic alphabets usually transform when connected to each other, the adidas logo flowed seamlessly within the word without losing its meaning.

We then placed the complete headline in our lead outdoor campaign board showcasing the regal Arab female basketball player Asma Elbadawi. She is robed in a dreamy, teal, tulle gown, layered over a white adidas sports top and a fitted hijab. And in front of her, is the bold headline in Arabic proclaiming that impossible means nothing to her.

The campaign featuring our headline ran on several outdoor boards and digital screens.

Our headline design and billboard became the anchor piece of a major adidas campaign involving several dozens of outdoor screens, with over 150 million impressions. Positive sentiment from thousands of Arab women flowed in, who identified with the line we had written.

Middle Eastern magazine "Lifestyle" called it "a campaign that promotes inclusion in sports."

After translating a seemingly impossible line in Arabic we truly proved that Impossible is nothing, bringing the brand even closer to Arab culture through the use of language and design.