Earlier in 2021, Adidas comissioned a YouGov survey in the United Arab Emirates, which found that only 12 per cent of women are entirely at ease wearing a swimsuit at a public beach or pool. In June, the German sportswear behemoth launched its first full-cover swimwear collection for women, an 18-piece offering of technical, modest pieces, which includes long-sleeve tops, lightweight hijab and trousers, accented with Adidas' signature triple-stripe motif.
In celebration of Adidas' inclusive milestone, which reinforces its commitment to making sport as diverse a playing field as possible, the brand pitched up on a popular Dubai beach, erecting the first interative liquid billboard in the sand, where female beachgoers could make a splash, and not only take in, but become part of its ‘Beyond the Surface' campaign.
Dive into the deep blue depths of Adidas’ liquid billboard
Adidas’ immersive billboard, 5m high and 3m in depth, and formed from reinforced transparent acrylic, took three weeks to erect. The water-filled wonder invited the women of Dubai to take a public leap of faith into the pool, where they could dive into its blue depths. Those who made a splash included Adidas ambassador and amputee triathlete Dareen Barbar, who is also a Guinness World Record holder (for the longest static wall sit), plus Adidas ambassador Raha Moharrak, the first Saudi Arabian female to climb Mount Everest.
In an amplification of the event, footage surrounding the digital screen was projected onto a digital screen above the Dubai Mall Ice Rink, allowing shoppers and residents to take in the liberating dives and jumps.
‘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,' says Amrith Gopinath, senior brand director of Adidas GCC, of the brand's inclusive swimwear launch and subsequent immersive activation. Adidas' liquid billboard represents a symbolic swim in the right direction.
INFORMATION
-
‘Reimagining the medical facility as a sanctuary of restoration’: welcome to Zoī Vendôme, ParisYoung Mexico-based architecture practice Sala Hars injects a healthy dose of drama into Zoī Vendôme, a minimalist health centre in Paris
-
Wallpaper* Smart Space Awards 2025 winners announcedDelve into the best of domestic tech, product design and transport solutions as we present the Wallpaper* Smart Space Awards 2025 winners
-
Embracing the colour brown, fashion’s most underrated hueSimon Chilvers pays ode to the colour brown, a surprising fashion staple: ‘Fall for the charms of brown and its appeal swells; its appearances multiply’
-
Mushrooms are being transformed into sustainable luxury materialsThe fashion and sportswear brands on a mission to create a greener future with fungi, from Stella McCartney to Lululemon
-
Adidas and Allbirds unveil lowest carbon footprint trainer‘Futurecraft.Footprint’, the first design in Adidas and Allbirds’ pioneering partnership, is an elemental performance shoe with a carbon emissions footprint of just 2.94kg
-
Step up! New collectible trainers for rare sneaker seekersFrom Valentino's stud-embellished sneakers to sleek silhouettes by Tod's and Prada inspired by soundsystem and racing boat design, we present the trainers essential for your archive
-
Adidas and Allbirds join forces in the race against climate changeAnnounced today, a new performance shoe developed by the two brands will leverage natural materials and technical innovation to achieve the lowest-ever carbon footprint
-
Tread lightly: eco trainers to minimise your carbon footprint -
Anarchitect designs beach-side barbers inspired by lightweight coastal structures in Dubai -
Sartorial spacemen: Virgin Galactic reveal collaboration with Adidas’ Y-3 label -
Chanel conquers The Island in Dubai for the house's latest Cruise collection
