Globally, 32% of women don't feel comfortable swimming in public.

In the middle East and several parts of Eastern Europe, this number is three times higher.

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.

For once, the woman of the city saw themselves the way they have always seen professionals and athletes being celebrated.

Driven by the belief that sport belongs to all, adidas began a movement of change to ensure that all bodies, 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.

The film is a manifesto for women everywhere, reminding them that irrespective of their shapes, ethnicities, abilities and faiths, they are all more beyond the surface and that they should all feel confident in water.

To bring this message to life, we started with bringing onboard Asma Elbadawi, an activist and poet known for changing the rules of basketball to make wearing a hijab in professional games legal.

An inspiring poem by her was used as the basis for the film that celebrated 5 truly unique women including Asma, who had all spent their whole life struggling with finding the confidence to swim in public.

The film launched adidas's new inclusive swimwear collection by sparking conversations about making swimming more inclusive in over 50 countries across 6 continents.

300M total reach

+$1.5M earned media

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