The Adidas Beyond The Surface campaign is to promote the sports brand inclusive swimwear range, designed for all women regardless of shape, ability or religion, that aims to boost women’s confidence.
To launch the campaign, Adidas wanted to create a stunt in the UAE but came across cultural barriers whilst trying to connect with its target audience. According to a YouGov survey commissioned by Adidas, only 12% of women in the UAE feel comfortable wearing a swimsuit.
Alongside Havas Middle East, Adidas created the campaign Beyond The Surface to celebrate how the water accepts everyone. The campaign film was boosted by the promotional stunt which took place in Dubai by the sea.A water tank was specially constructed on one of the most popular beaches, to become a liquid billboard.
Synchronised swimmers then helped to attract the attention by performing underwater routines in the billboard, wearing the Adidas inclusive swimwear.
The female synchronised swimmers were also filmed diving into the water and swimming underwater for the brand’s social media, and to screen on the gigantic billboard by the ice rink, next to the Adidas store in the Dubai Mall.
Women in the UAE were invited along to try out the swimwear in the tank, to help inspire confidence and inclusivity. The campaign earned coverage in over 200 fashion, lifestyle, travel and industry publications across 35 countries.
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