1x Silver

1x Silver

88% of women in the Middle East believe that sports are not meant for them.

This insight inspired our campaign for the latest chapter of adidas’ Impossible Is Nothing journey. The brand’s essence is driven by their spirit of rebellious optimism, and this season, they focus this attitude so all women can make “their impossible” possible in sport and beyond.

Since their belief is that all women should be celebrated and their stories to be spotlighted and shared, the “I’m Possible” Billboards allowed us to leverage adidas’ platforms in the best way possible.

With this powerful user-generated campaign, we created a platform that empowered every woman in the city of Dubai to become content creators and the faces of a movement, providing them with unprecedented visibility to inspire the whole region to change the perception of sports.

Through social media, we provided a structured framework that enabled women to share their photos and stories of what sports mean to them, giving them the tools and platform to turn their personal narratives into I'm Possible every day. We facilitated the creative process, provided guidelines, and ensured every participant's voice was amplified through adidas' global channels.

The participation was incredible. By providing billboard space and creative support, we enabled more than 100 women to become published content creators with citywide visibility. Their stories reached over 240M people across 25 countries, demonstrating how facilitating opportunities for creators can drive authentic engagement and inspire communities globally.

As one of the creatives on this project, it was imperative to work closely with production teams to translate user-generated content into premium executions, and ensuring every participant received the visibility and recognition their stories deserved.

As Adidas looks to 2022, and as part of the next chapter of Impossible is Nothing, the brand is focused on making its biggest ever commitment to women in sport, and beyond. This season, Adidas aims to accelerate its mission to create real, lasting change for women, delivered through major new product innovations, enhanced support for established and emerging athletes, and new grassroots programs.

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