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
Arjun Saraswat, Senior Manager, Brand Marketing & Communications
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
Rodrigo Nakaza, Associate Creative Director
Adrian Mutescu, Strategy Director
Anna Sadykova, Senior Strategist
Michele DeIuliis, Senior Art Director
Karim Sherif, Creative Director
Nicholas Bristow, Senior Copywriter
Ahmad Raslan, Content Creator
Nagat Idris, Copywriter
Jonathan Cruz, Art Director
Moataz Safar, Content Creator
Carlos Nadal, Head of Growth
Justine Dib, Account Manager
Alessandro Candotti, Head of Social Media
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
MediaCom UAE
Ross Molloy, Media Director
Lacosa
Myriam Khoury, Executive Producer
SUMMARY
To launch its first inclusive swimwear line and address the gender gap in water sports, Adidas turned water, a symbol of restrictions for MENA women, into a liberation icon, by challenging sociocultural barriers preventing them from confidently embracing water. The first-ever swimmable billboard invited women to become the face of the movement, breaking the category conventions. This resulted in 36% of women in MENA feeling comfortable in water vs. 12% initially, a 70% sell-through within 4 weeks, total reach of 300+ million across 50 countries with $1.5 million earned media.
