Adidas Beyond the Surface

Red Havas

Hesitance to swim is bound by many barriers. The world’s first swimmable billboard was made to encourage all women in Dubai to become ambassadors of adidas’s new inclusive swimwear collection, irrespective of their shapes, ethnicities, abilities or religion. It celebrated a movement of change that adidas is championing: access to performance-wear for all women.
Within a week, the billboard started a global conversation about inclusivity in swimming across more than 50 countries.
295 million total reach
$1.35 million earned media
50+ countries across 6 continents