adidas / Dubai, UAE / 2022Film · Experiential
I'm Possible Court.
adidas and Havas Middle East built a glowing rooftop basketball court in Dubai to celebrate women in sport.
- Brand
- adidas
- Agency
- Havas Middle East
- Market
- Dubai, UAE
- Region
- Global
- Year
- 2022
The challenge
Challenge barriers to women’s participation in sport and bring adidas’s inclusive message to life in Dubai.
The idea
A glow-in-the-dark court on the Palm Tower features an illustration of basketball player and activist Asma Elbadawi. A film tells the story of her role in challenging the ban on religious headwear in basketball.
Case study source: The Drum Source ↗
Credits
- Brand
- adidas
- Featured athlete
- Asma Elbadawi
- Illustration
- Kgabo Mametja
