you can literally dive into adidas’ first-ever liquid billboard in dubai

to promote and launch its new inclusive, full-cover swimwear collection, adidas revealed the world’s first-ever liquid billboard in kite beach– one of dubai’s most popular public beaches. rising from the sand, the first-of-its-kind stunt celebrates adidas’ drive to offer a wider choice of technical apparel for athletes everywhere, simultaneously inspiring confidence in women and building on its commitment to making the future of sport as inclusive as possible.

images courtesy of adidas

adidas in collaboration with its agency havas creative dubai, unveiled the ground-breaking activation of an incredible 5-meter high and three-meter deep swimming pool. the reinforced transparent acrylic liquid billboard could fit around 3,319 adidas shoe boxes and its walls can hold 11,500 gallons of water equivalent to nearly 163 bathtubs. a team of 32 people worked around the clock for three weeks to build and deliver the whopping structure.

to reinforce the brand’s global attempt to ensure that sport is welcoming for all, ladies of dubai were invited to participate by taking a dive ‘beyond the surface’. the empowering women who took the public dive into the liquid billboard included adidas’ ambassador and amputee triathlete dareen barbar who is also a guinness world records title holder as well as adidas ambassador raha moharrak, the first saudi arabian female to climb mount everest. content from the liquid billboard was aired directly onto a digital screen above the renowned dubai mall ice rink, next to the adidas flagship store, allowing shoppers and mallgoers to enjoy the experience.

project info:

name: adidas liquid billboard

creative agency: havas creative dubai

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edited by: yasmina karam | designboom