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.

So we created 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.

The 5-meter high and 3-meter-deep structure was designed to be used as a swimming pool from within, while having a transparent branded wall that gave it the look of a conventional billboard. All completed in less than three weeks.

The structure was even fitted with special underwater cameras that transformed every woman’s experience into personalized adidas posters, and live-streamed every dive on the city’s largest digital display at Dubai Mall.

By just diving in, every woman and part of a global conversation about making swimming more inclusive for women.