Adidas invites women to literally dive into this swimming pool billboard

While the TRESE billboard that appears to be vandalized by aswangs made waves in the country, Adidas unveiled a fascinating activation that displays an actual swimming pool. The move was in line with the brand’s latest inclusive swimwear collection.

The liquid billboard located at a popular beach in Dubai is described as a ‘first-of-it’s-kind’ stunt. The 5-meter high swimming pool holds 11,500 gallons of water (a.k.a. 163 bathtubs).

Apart from their new release of technical apparel, Adidas aims to promote confidence in women and its commitment to making the future of sport as inclusive as possible. The women from Dubai are invited to take a “leap” of faith by diving “Beyond the Surface,” strengthening the brand’s campaign and goal to ensure that sport is open for everyone.

A 2021 YouGov survey conducted by Adidas showed that only 12 percent of women from the United Arab Emirates are completely comfortable being clad in a swimsuit at a public beach or pool. It also revealed the two main reasons why they feel that way: body shaming and the lack of privacy.

‘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,’ Adidas senior brand director Amrith Gopinath said.

The 18-piece Full-Cover Swimwear Collection is the brand’s premier modest swimwear range that includes waterproof hijabs, long-sleeve tops, and trousers that are all designed with the brand’s three-stripe motif.

Banner: Adidas

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Source: we the pvblic