To promote and unveil its new inclusive, full-cover swimwear range, Adidas created the world’s first-ever liquid billboard at kite beach, one of Dubai’s most popular beaches. Rising from the sand, the first-of-its-kind stunt showcases Adidas’s drive to offer a wider choice of technical garments for athletes everywhere, simultaneously inspiring confidence in women and building on its commitment to making the future of the sport as inclusive as possible.
With the help of its agency Havas Creative Dubai, Adidas created a pool that stands 5 meters high and is three meters deep. The reinforced transparent acrylic liquid billboard could hold around 3,319 Adidas shoe boxes, and its walls could hold nearly 163 bathtubs’ worth of water. For three weeks, 32 people worked around the clock to build and deliver the enormous structure.
Women of Dubai were invited to participate by Taking a Dive ‘beyond the surface’ as part of the brand’s global initiative to ensure sport is welcoming to all.
The empowering women who took the public dive into the liquid billboard included Adidas ambassador and amputee triathlete Dareen barber, a Guinness world records titleholder, and Adidas Ambassador Raha Moharrak, the first Saudi Arabian female to climb Mount Everest.
The liquid billboard was displayed on the digital screen above the ice rink of the Dubai mall, next to the Adidas flagship store, giving mallgoers and shoppers the chance to enjoy the experience.
Project Information:
Name: Adidas Liquid Billboard
Creative Agency: Havas Creative Dubai