2023
03 adidas - Female Fields
Two tiny dots that leveled the playing field for all Arab women.
Cannes | D&AD | LIA | Dubai Lynx | One Show
Client /
adidas
In Arabic, sports words are feminine, yet women often face exclusion in sports. So, we flipped the script! We used the Ta'marbuta, a letter symbolizing femininity, to champion female inclusion in sports across the Arab world and beyond. An activation idea that rewrites the game, breaking barriers and reshaping perceptions!
Inspired by the power of a simple symbol in Arabic, we've embarked on a groundbreaking mission with Onyx FC, the UAE's pioneering all-female owned and operated football team. Together, we've transformed their home turf from a mere "it" to a resounding "she." How? By adorning the center circle of their field with two dots, mirroring the Ta Marbuta and thus creating history – THE WORLD'S FIRST PITCH WITH A FEMALE GENDER.
