Adidas launches the world’s first liquid billboard in Dubai

The massive liquid billboard that acts as a swimming pool has been constructed in less than a month by a team of a little more than 30 people. The structure is 5 meters high and has a 3-meters deep swimming pool and is built by reinforced transparent acrylic.

In recent years, Adidas have adopted a policy of diversifying their women’s sportswear, especially in the Middle East. The move to construct a liquid billboard in Dubai has happened in support of those policies, which has coincided with the release of their new burkini collection. Senior Brand Director for adidas GCC, Amrith Gopinath, marked the occasion by saying “The recent launch of our diversified product offering for all women and our Burkini Collection”.

Earlier in 2021,

Adidas

commissioned a YouGov survey that revealed only 12% of women in UAE were comfortable wearing swimsuits in public. The survey found out that the lack of privacy and body shaming are the main reasons behind UAE women being ashamed of swimming in public.

Adidas hopes that by innovating in such a way, they could combat this issue in the region. With their motto of ‘Beyond the Surface’, Adidas have invited women in Dubai to take part in the occasion to reinforce their policy of being welcoming for all. The most notable people that took part in the dive were the first Saudi Arabian female to climb Mount Everest,

Raha Moharrak

and the triathlete Guinness World Records title holder,

Dareen Barbar

.