Apr 11, 2022
adidas creates glow-in-the-dark rooftop court
Sticking true to the “Impossible is Nothing” campaign motto, Adidas recently revealed its latest project in the campaign that reaches near impossible heights. Sitting atop a 52-storey building, 250m above the city of Dubai, advertising giants Havas Middle East have constructed a glow-in-the-dark basketball court that features an illustration of basketball star, poet and activist Asma Elbadewi along with the campaign title, Impossible is Nothing and the Adidas logo.
Sticking true to the “Impossible is Nothing” campaign motto, Adidas recently revealed its latest project in the campaign that reaches near impossible heights.
Sitting atop a 52-storey building, 250m above the city of Dubai, advertising giants Havas Middle East have constructed a glow-in-the-dark basketball court that features an illustration of basketball star, poet and activist Asma Elbadewi along with the campaign title, Impossible is Nothing and the Adidas logo.
Back in 2017, Elbadewi started collecting signatures through an online petition to see the International Basketball Federation (FIBA) remove its ban on religious head coverings on the court. After two years of campaigning and 130,000 signatures later, she won marking a major milestone for hi-jab wearing women in the sport.
The Impossible is Nothing campaign launched last year and aims to support women and breakdown barriers when it comes to achieving gender equality.