For the launch of its new Burkini Collection, adidas created a standout billboard in Dubai that's actually a functional five-meter high and three-meter deep swimming pool. The liquid billboard was filled with over 11,000 gallons of water and it brings attention to the need for technical apparel for all athletes. This new collection from adidas focuses specifically on building confidence on women and making the future of sports inclusive.
The activation set up at one of the most popular beaches in Dubai gave people the chance to take a plunge and some of those who participated included adidas ambassador and amputee triathlete Dareen Barbar and adidas ambassador Raha Moharrak, the first Saudi Arabian female to climb Mount Everest.
To amplify the impact of the liquid billboard, adidas digitally shared the experience on a screen so that visitors of the Dubai Mall Ice Rink could virtually get in on the action.
What's Driving This Trend
- Swimmable Advertising
- Creating functioning swimming pools as part of an advertising campaign.
- Inclusive Sportswear
- Developing technical apparel for athletes of all levels.
- Experiential Billboards
- Creating immersive and interactive experiences as part of outdoor advertising.
Who This Affects Most
- Advertising
- Creating innovative and memorable advertising campaigns for clients.
- Sportswear
- Designing athletic apparel for diverse athletes and inclusive communities.
- Outdoor Entertainment
- Developing interactive and engaging outdoor experiences for audiences of all ages.
