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“Beyond the Surface” campaign, part of Watch Us Move, was launched with the purpose of creating more space for women in sports. Adidas deeply believes that sport belongs to all, and are committed to removing the barriers which prevent women from enjoying the sport. It was informed to Adidas through community engagement and insights from around the world, that there was lack of choice when it comes to modest swimwear.
The multi-piece collection consists of swimsuits that offer coverage from neck to ankle. Each piece was carefully crafted to ensure that additional fabric does not reduce a swimmer’s ability to move in the water. Extensive research and detailed testing processes with consumer groups across multiple regions was conducted to ensure that there is a perfect balance of fit, features, performance and coverage in the pieces.
The swimsuits are quick drying and have been carefully designed to ensure maximum comfort for the swimmer, in and out of the water. As part of Adidas’s ongoing commitment to more sustainable design, all 18-pieces are crafted with a chlorine-resistant fabric that features Econyl® regenerated yarn.
Beyond the Surface campaign is fronted by spoken word-artist and sport inclusivity activist, Asma Elbadawi, who created a specially commissioned poem to celebrate her relationship with the water and the confidence it can bring to all women.
Sport never judges you, that is why we love it and I am passionate about finding ways to ensure we can provide a level playing field for all. Sadly, that is not always possible, but gone are the days where sport apparel needs should be a barrier to entry, especially when it comes to being in and around the water.
This is a project that is close to my heart and I am incredibly proud to support a campaign that will remove barriers for women across the world to enjoy swimming.
– Asma Elbadawi, spoken word-poet and sport inclusivity activist
Lebanese athlete Dareen Barbar and Sudanese-British basketball player Asma Elbadawi are the stars of the campaign from German sportswear giant Adidas, “Beyond the Surface,” for full-coverage women’s swimwear.
The adidas Full-Cover Swimwear collection was unveiled on 10th June 2021, on adidas.com, in three different colorways – black, acqua blue and burgundy red – and is available in a range of sizes from 2XS to 2XL.
Article written by: Halal Weekly
