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Adidas and Havas Middle East have partnered up to launch the world’s first swimmable billboard on the beach in Dubai.
This is to feature their intentions of debuting a collection of inclusive swim clothes in order to uplift and motivate women to build their self-confidence to engage in swimming. A YouGov survey that was conducted by Adidas in 2021 has exposed that only a 12% of women in the UAE are able to fully enjoy wearing swimwear in the eyes of the public. The two root causes of this are body shaming and the scarcity of privacy that is received.
The revitalization started at one of Dubai’s most popular public beaches has revealed the amazing swimming pool that is 5 meters high and 3 meters deep. The liquid is made of reinforced clear acrylic. Its walls can hold 11,500 gallons of water, the equivalent of 163 bathtubs. The structure was built by a team of 32 people and delivered over 3 weeks, 24 hours a day.
The Women of Dubai were invited to take a leap of faith and participate in diving “beyond the surface” to reinforce the brand’s global endeavor that sports welcome everything. Those who openly jumped into the liquid sign are Guinness World Records Ambassador Adidas and limb triathlon player Dareen Barbar, who is the first Saudi Arabian woman to climb Everest and include Adidas Metabolism Raha Moharrak. To further enhance this historic moment, liquid sign content is projected directly onto the digital screen above the Dubai Mall ice rink next to the Adidas flagship store, allowing shoppers and shoppers to enjoy the experience.
Amrith Gopinath, senior brand director at Adidas, says: “Our belief is that nobody should be prevented from enjoying the benefits of being in and around the water, hence the recent launch of our diversified product offering for all women and our burkini collection. Each piece is also carefully crafted to ensure that additional fabric does not reduce a swimmer’s ability to move in the water. The range went through a detailed testing process with consumer groups across multiple regions to help find the perfect balance of fit, features, performance, and coverage.”
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