Adidas further extended its global ‘I’m Possible’ initiative in the Middle East by building a striking glow in the dark basketball court 250 metres above Dubai complete with an illustration of Sudanese-British basketballer, poet and activist Asma Elbadawi.
The ambient, outdoor initiative, created in harness with agency Havas Middle East, was constructed with hundreds of LED lights. The giant outdoor court construction was built on the top of a 52-floor tower at the middle of Dubai’s artificial The Palm island.
The project was them promoted through a 30-second social spot which features Elbadawi speaking passionately about successfully overturning the International Basketball Federation’s (FIBA) ban on religious headgear in professional basketball.
“When we wanted to end the ban on playing with hijab, they said impossible,” said Elbadawi. “But like this city, every time I’m told ’impossible’, all I hear is ’I’m possible’.”
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This is the latest regional iteration of Adidas’ ‘I’m Possible’ sub-campaign running under the German sportswear giant’s long-running, global ‘Impossible Is Nothing’ brand platform. The campaign seeks to reinforce the idea that sport enables people to achieve their ambitions and that Adidas is a company that supports athletes who are driving forces in championing gender equality.
It was back in February that first Adidas rolled out the launch phase of its ‘I’m Possible’ campaign in the form of a short film series fronted by a set of brand ambassadors including Elbadawi, Squid Game actor HoYeon Jung, volleyball player Tifanny Abreu, model Ellie Goldstein and yoga teacher Jessamyn Stanley – who have each defied the odds to succeed in their own fields.
The global launch phase was then backed up by various local marketing initiatives including another Dubai personalised outdoor and social billboard based initiative.
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