adidas: Liquid Billboard

Adrian Mutescu, Anna Sadykova, Tanya Kassab

adidas, a retail brand, launched a campaign in the Middle East and Africa to generate reach and create a conversation, influence women to feel comfortable in and around the water, and induce purchase of its new versatile swimwear range.

Campaign details

Brand: adidas Brand owner: adidas Entrant company: Havas Middle EastIdea creation: Havas Middle East Dubai Market: Middle East & North Africa (general region) Sector: Sportswear Media channels: Point-of-purchase, In-store, Public relations, Websites & microsites, Social media, Word of mouth, Influencers, KOLs, Mobile & appsBudget: Up to 500k

Executive summary

Globally, 33% of women don’t feel comfortable swimming in public. In the Middle East the number is 88% – three times higher.

adidas believes that sports belong to all and was on a...

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