In 2021, Adidas launched its inclusive swimwear collection in the Middle East—a region where modesty, body image, and public swimming are deeply intertwined. But instead of just showing models in ads, Adidas built the world’s first swimmable billboard in downtown Dubai. The Liquid Billboard was a 5-meter-high water tank where women could swim publicly, proudly, and visibly. It wasn’t just a stunt—it was a cultural invitation.
Campaign Overview
The Liquid Billboard was installed at Dubai’s popular beachfront district. The tank held 11,500 gallons of water and was open to any woman who wanted to swim inside it—wearing Adidas’s inclusive swimwear.
The campaign was supported by a film featuring Amal Murad, a UAE-based athlete and advocate for women’s empowerment, along with other local voices. The billboard became a live stage for body positivity, cultural pride, and brand storytelling.
Campaign Objective
Adidas aimed to:
Promote its inclusive swimwear line designed for all body types and modesty preferences
Challenge social norms around women swimming in public spaces
Reinforce its brand positioning around “Impossible is Nothing”
Create a viral, experiential moment that would resonate across the Middle East and beyond
The campaign’s goal was to make visibility the message—by turning a billboard into a platform for representation.
Execution
World’s First Swimmable Billboard: A 5m x 3m acrylic tank filled with water, installed in a high-footfall area of Dubai.
Open Invitation: Women of all backgrounds were invited to swim inside the billboard, turning themselves into living ads.
Inclusive Swimwear Showcase: The campaign highlighted Adidas’s new line designed for modesty, comfort, and performance.
Hero Film: A cinematic spot featuring regional athletes and influencers told the story of empowerment and visibility.
Social Amplification: Videos, photos, and testimonials from participants were shared across Instagram, TikTok, and YouTube.
Brand Impact
The Liquid Billboard positioned Adidas as a brand that understands regional nuance and global values. It resonated with Middle Eastern audiences by respecting cultural norms while challenging outdated taboos. The campaign also elevated Adidas’s “Impossible is Nothing” platform from slogan to sculpture.
Results
The Liquid Billboard Campaign by Adidas made waves globally, generating over 350 million impressions and securing $6 million in earned media, with a total reach of 350 million. Celebrated as a groundbreaking initiative, it won the Cannes Lions Grand Prix in Outdoor and was featured in leading outlets such as Fast Company, AdAge, and Vogue Arabia. The campaign sparked a surge in brand sentiment and swimwear sales across the MENA region, while inspiring thousands of user-generated posts and testimonials, cementing its status as both a cultural and commercial success.
Lessons Learned
“Liquid Billboard” teaches us that visibility is empowerment. The campaign also shows the power of experiential storytelling—when your ad becomes a place, people remember it. And finally, it proves that regional insight drives global impact. When you design for culture, you design for connection.
