Based on a YouGov study, about 32% of women globally aren't comfortable swimming in public.
This percentage jumps to 88% in the Middle East, mainly because typical swimwear doesn't cater to all needs. As a result, many women are less involved in water activities over time.
That's why a unique Swimmable Billboard was set up in Dubai. It promotes Adidas's inclusive swimwear collection, encouraging every woman,
no matter her body type, background, or beliefs, to try it out. Those who do aren't just testing the swimwear – they're joining a bigger conversation about swimwear inclusivity.
Agency: Havas Middle East | Role: Art Direction.