Action activates the “I’m Possible” positioning and features Asma Elbadawi, a player who, in 2014, managed to overturn the ban on the use of hijabs
Adidas decided to create a basketball court on top of a 52-story building in Dubai, as an activation of the “I’m Possible” positioning. The strategy seeks to highlight how sport allows people to reach new horizons and ambitions.
The structure features an illustration by Asma Elbadawi, a Sudanese-British basketball player, poet and activist who, in 2014, managed to provoke a movement to overturn the International Basketball Federation (FIBA) ban on the wearing of hijabs and religious hats. Asma also stars in the campaign film, which recalls her struggle to break down prejudice and create new possibilities.
The production, filmed from a helicopter more than 1,524m above the ground, shows the entire structure of the court, created with UV black lights, LED panels and glow-in-the-dark paint. The action is signed by Havas Middle East.
