You Can Literally Dive Into This Beachside Billboard
A dive in the right direction to amplify diversity in sport.
In efforts to underline its commitment to diversifying sport, adidas fashioned a liquid billboard pool allowing females to take part in the “Beyond the Surface” campaign by taking a dive.
According to a YouGov survey commissioned by the brand, only 12 percent of women in the United Arab Emirates are comfortable wearing a swimsuit at a public beach or pool. Back in June, the German sportswear giant countered the situation by debuting its first full-cover swimwear collection for women composed of 18 pieces of technical and modest designs.
Pitched up on a popular Dubai beach, the billboard pool stands five meters high and is three meters in depth, shaped from reinforced transparent acrylic. adidas ambassador and amputee triathlete Dareen Barbar along with fellow ambassador Raha Moharrak – the first Saudi Arabian female to climb Mount Everest have taken a dip in the liquid billboard to further encourage confidence in all women.
“Our belief is that nobody should be prevented from enjoying the benefits of being in and around the water, hence the recent launch of our diversified product offering for all women,” said Amrith Gopinath, senior brand director of adidas GCC, of the brand’s inclusive swimwear launch and campaign.
Elsewhere in design, the Estrella Superyacht is made for Star Wars superfans.
