Marketing, E-commerce and Digital Design, Product Management, Brand Development, Design, Advertising and Consultancy

Why did Adidas build a billboard for women to swim in?

on Jul 12, 2021 | 0 comments

By Imogen Watson

Adidas liquid billboard

“When I surrender to the water, my breath finds its rhythm, my body floats on the surface. The whole world goes silent around me. And I am not the only one.”

Above are the evocative words of Asma Elbadawi, a spoken word poet and sports inclusivity activist, written in celebration of her relationship with the water and the confidence it can bring to all women.

Commissioned by Adidas, the poem is part of a wider push to get more women to test the waters and experience the benefits of swimming as a way to unwind and switch off from day-to-day life.

Only getting Read full story ›

Source: The Drum