SWIMWEAR CATEGORY IS NOT INCLUSIVE OF WOMEN IN MENA.

Despite the 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. Even with Nike’s launch of a modest swimwear collection for women back in 2019, more than 75% of women in MENA found the swimwear offering irrelevant to them.

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 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 water.