Universally, water represents freedom. But, for most women in MENA, water represents barriers, limitations and restrictions, due to cultural reasons and lack of body confidence often fueled by media and advertising. So, we set out on a mission to change this and turn water into a symbol of freedom instead.

In order to inspire women to feel comfortable in water we had to create new mental associations with water that would reposition it from a place of restrictions into a place of personal comfort and freedom.

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.

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.

For most women in MENA, water holds them back rather than making them feel free due to reasons rooted in physical, emotional, cultural and societal barriers.

• 54% of women feel uncomfortable in water due to not being confident with their body.

• 49% fear being judged for their appearance in swimsuits, and 51% of them would go swimming more often if they were confident in their appearance.

• On top of that, 62% of women believe the media creates an unattainable body image of female swimmers.

We had multiple challenges to address with the launch of Adidas’ first inclusive swimwear line. Firstly, we needed to create awareness of the new range that is tailored to women in MENA and induce purchase to meet our commercial KPIs.

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.

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.

The campaign started with a global launch film featuring 5 truly unique women breaking down their own barriers and embracing water, visualized over the powerful poetry of activist and female sports advocate Asma Elbadawi.

The 5 women became the face of adidas’s new swimwear collection across social media, in-store, and other digital platforms.

We then created the world’s first Liquid Billboard and invited every woman to become an ambassador for the new collection by just diving in.

Their experiences were transformed into personalized posters in real-time and live-streamed on the city’s largest digital display.

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

With conversations in over

+350M total reach

+$6M 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