Adidas has unveiled the world’s first-ever liquid billboard in Dubai, On June 24th, in line with the brand’s recent debut of its all gender and race-inclusive collection of swimwear. The collection’s highlight is the full wear swimmer wear for Dubai women with its first-ever liquid billboard at kite beach.
With a first-of-its-kind stunt, Adidas celebrates and offers a broader scale of choice for women worldwide. The brand aspires to inspire confidence in women and work on the commitment to making the future of sports as inclusive as possible.
According to the 2021 YouGov survey commissioned by Adidas, only 12% of UAE women are entirely comfortable wearing a swimsuit at public pools and beaches. Lack of privacy and body shame are two of the main reasons women feel uncomfortable in their swimsuits. The ground-breaking activation took place on one of Dubai’s most popular beaches. The structure is 5 meters high, and a three-meter deep swimming pool is made of reinforced acrylic, which could fit 3,319 Adidas shoe boxes. Its walls can hold water equivalent to nearly 163 bathtubs, which is a whopping 11,500 gallons of water. It took a team of 32 people to build, working around the clock for three weeks to complete and deliver the structure.
The brand invited the women of Dubai to participate and take dive “Beyond the Surface,” a public “leap” of faith to ensure the brand s global commitment to make the sport welcoming for all. The content from the installed pool is directly showcased onto a digital screen above the Dubai Mall Ice Rink to further boost this celebrated moment. The screen is placed next to the Adidas store for shoppers and mall-goers to enjoy the experience. The first Saudi Arabian female to climb Mount Everest, a Guinness World Records title holder, and Adidas ambassador Raha Moharrak, Adidas ambassador and amputee triathlete Dareen Barbar, are few of the many who participated in the public dive into the liquid billboard.
Amrith Gopinath, Adidas GCC Sr. Brand Director, said: ” We firmly believe that nobody should be kept away from enjoying the goodness and benefit of being around and in the water. Hence the recent launch of our Burkini Collection, a diversified product dedicated to all women. The design is crafted with care to ensure that the extra fabric does not constrict a swimmer’s movement in the water. The team went through a detailed process of testing with the consumer across multiple regions to find the perfect balance of fit, features, coverage, and performance, ”