1 x Gold

1 x Gold

1 x Wood Pencil

1 x Wood Pencil

2 x Merit

2 x Merit

1 x Gold

2 x Bronze

1 x Craft

1 x Gold 2 x Bronze 1 x Craft

1 x Grand Prix

1 x Gold

2 x Bronze

1 x Grand Prix 1 x Gold 2 x Bronze

The World’s First Football Pitch to have a female gender.

Young girls in the Middle East are still growing up believing that sports are not meant for women. In fact, most girls in the region give up on sports by the age of 14.

Ironically, in the Arabic language that predates these cultural beliefs, most words associated with the world of sports all have a female gender.

What gives these Arabic words their female gender is a letter at the end: ة (Ta’ Marbuta).

If this simple circle with two dots on top makes Arabic words female, perhaps the same can be true if we were to put two dots on top of circles that already exist in the middle of a football field.

So, in partnership with Onyx FC, UAE's first and only all-female owned and operated football team, we co-created a solution that would empower them and communities across the region. We turned their home ground from an 'it' to a 'she', giving them a powerful tool to advocate for women in sports.

By adding two dots above the center circle of their field, we turned it into the Ta’Marbuta. Effectively creating The World’s First Pitch With a Female Gender.

The simplicity of just adding two dots on any sports field with a circle made it really easy to copy, and that was intentional. We designed this as an open-source creative tool that any community, school, or sports club could adopt and make their own. Not surprisingly, that's exactly what happened.

Within weeks, ours was no longer the only Female Field in the city. By enabling communities to adopt and expand the idea, we facilitated a grassroots movement where 38 female fields were created by people across Dubai and beyond. We provided the creative framework, and communities became creators themselves, using our tool to remind young girls and women everywhere that they've always belonged in sports.

It’s not us saying it. It’s Arabic.

Our billboards feature kufic calligraphy of Arabic words taken from common sports lingo to highlight that women have always been part of the sports world.

They challenge social and cultural biases, affirming their rightful place in the game.

By partnering with Onyx FC and designing a simple, replicable solution, we gave communities the power to take action themselves. We provided resources and supported groups who wanted to create their own Female Fields, turning a single activation into a regional movement driven by grassroots creators.

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