adidas: I'm Possible UGC Billboards

adidas, a retail brand, launched a campaign in the Middle East and Africa to spark a conversation, generate considerable reach, and influence more women to feel comfortable in sport, shifting a cultural perception.

Campaign details

Brand: adidas Brand owner: adidas Entrant company: Havas Middle EastIdea creation: Havas Middle East Dubai Market: United Arab Emirates Sector: Sportswear Media channels: Social mediaBudget: Up to 500k

Executive summary

In the Middle East, 88% of women believe that sports are not meant for them. [1]

For 2022, adidas wanted to focus on making its biggest-ever commitment to women in sport, and beyond – to bridge the gender gap in sports by breaking cultural barriers.

So, we set out to accelerate...

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