Despite 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.

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, performance 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 the water.

While globally, 32% of women don’t feel comfortable wearing a swimsuit at a public beach or pool, in MENA the number is 88%.

The world’s first swimmable billboard. Made to encourage every woman in Dubai to become ambassadors of adidas’s new inclusive swimwear collection, irrespective of their shapes, ethnicities, abilities or religion.

By physically diving in, each woman became part of the global conversation.

The 5-meter high and 3-meter deep that doubles as a fully usable swimming pool capable of holding 11500 gallons of water, was built in less than three weeks.

Every woman’s experience was turned into personalized adidas posters, and live-streamed every dive on the city’s largest digital display at Dubai Mall.

Women who’ve only seen athletes and models on billboards, saw themselves celebrated the same way.

Results:

295 million total reach

$1.35 million earned media

50+ countries across 6 continents