The Female Field.
adidas and Onyx FC marked a football pitch as female by adding two dots above its centre circle, turning it into the Arabic letter that makes words feminine.
- Brand
- adidas
- Agency
- Havas Middle East
- Market
- UAE
- Region
- GCC
- Year
- 2024
The challenge
The campaign cites a figure of 73% of young Arab girls giving up sport by the age of 14, rooted in the belief that sport is for boys. adidas wanted to show girls they belong on the pitch.
The idea
In Arabic, many sport words, including ball, goal, pass and the word for sport itself, are feminine because they end in the ta marbuta, written as a circle with two dots above it. Havas Middle East added two dots above a pitch's centre circle so the whole field reads as that letter, and launched it with Dubai club Onyx FC as the club joined adidas. Replicas followed across Dubai on football pitches, basketball courts, beach pitches and ice rinks.
Case study source: Campaign Middle East Source ↗
