CLIENT
Adidas Emerging Markets LLC
Arnaud JeanGirard, VP Brand adidas Emerging Markets
Amrith Gopinath, Senior Director Brand adidas MENA
Paul OConnor, Director Brand Communications & Sports Marketing
Giovanna Altomare, Manager Marketing Operations MENA
Vicki Fitzsimons, Senior Director Brand adidas MENA
AGENCY
Fabio Silveira, General Manager
João Medeiros, Executive Creative Director
Anshuman Bhattacharya, Associate Creative Director
Carlos Nadal, Head of Growth
Adrian Mutescu, Strategy Director
Anna Sadykova, Senior Strategist
Rodrigo Nakaza, Associate Creative Director
Jonathan Cruz, Art Director
Moataz Safar, Content Creator
Justine Dib, Account Manager
Alessandro Candotti, Head of Social Media
Ahmad Raslan, Content Creator
Ozge Gulerman, Data & Analytics Manager
Razan Karim, Communications Director
Salma Malaeb, Communications Executive
Jack Morton
Claire Butler, Director of Production
Ruth Newman, Associate Creative Producer
George Gordon, Project Assistant
SUMMARY
To introduce its first inclusive swimwear line, adidas changed the conversation about inclusivity in water across 50 countries by turning media from a place of stereotypes into an inclusivity icon. With the first-ever swimmable billboard adidas invited women to become the heroes of the new collection, breaking the category conventions and turning water from a symbol of restrictions into a symbol of liberation. This resulted in a 70% sell-through within 4 weeks, total reach of 300+ million with $1.5million earned media and more women in MENA feeling comfortable in water.
