Amy Pugsley “When I surrender to the water, my breath finds its rhythm, my body floats on the surface. The whole world goes silent around me. And I am not the only one.”
– Asma Elbadawi
Adidas just launched their newest swimwear collection with a splash! Pun intended because the innovative new ad campaign is one of the brand’s most creative and inclusive yet. Featuring a liquid billboard located in Dubai the three-week project brought influencers, brand ambassadors, media, and the public together in order to celebrate the brand’s “Beyond the Surface” campaign which is part of Adidas’ broader “Watch Us Move” platform. The spectacular billboard was designed to represent freedom and liberation through human connection to water. Taking a literal “leap of faith” participants dove into the water wearing their new “Beyond the Surface” collection swimwear. “Not once, while I was in the water, did I think about what I looked like, if people were judging me and my body—I was totally and completely out of my head and in the moment,” said one of the participants in a statement.
The new line includes swimwear of varying coverage in order for female customers to feel more comfortable in the water. With unattainable body images splattered around the internet, many women feel that they cannot compete in water sports because of their bodies nor publically wear a swimsuit confidently. With the hopes that this launch, amidst other reforms, will help to break taboos surrounding women in sports Adidas called on real athletes to help them spread the word. From high necks lines that flow through the water more seamlessly, to full-coverage ankle and wrist length suits for hijabis—Adidas put comfort and inclusivity at the heart of this collection. In a public statement, Amrith Gopinath, Senior Brand Director of Adidas GCC said, “Our belief is that nobody should be prevented from enjoying the benefits of being in and around the water. Each piece is also carefully crafted to ensure that additional fabric does not reduce a swimmer’s ability to move in the water. The range went through a detailed testing process with consumer groups across multiple regions to help find the perfect balance of fit, features, performance, and coverage.”
More fabric doesn’t mean a sacrifice on performance. The multi-piece collection is quick-drying, chlorine resistant, and made from eco-friendly materials. Available in purple, burgundy, and black in a range of sizes starting at 2XS and capping at 2XL some of the most impressive features are hidden below the surface. Studs on the side of the full-coverage suit connect the two pieces and allow a customizable fit, reducing unnecessary fabric movement in and out of the water. Thumbholes in the sleeves plus an innovative swim hijab were the result of thorough market testing to perfect the collection. Even if you missed diving into the 5-meter high and 3-meter-deep swimmable billboard, you can find the “Beyond The Surface” collection in Adidas MENA stores.
