Adidas builds glow in the dark basketball court 250m above Dubai for ‘I’m Possible’ ad
The Drum’s Ad of the Day highlights work that stands head and shoulders above the rest. Today’s winner is Adidas’s ‘I’m Possible’ by Havas Middle East.
In the latest chapter of Adidas’s ‘Impossible Is Nothing’ campaign, Havas Middle East has constructed a glow in the dark basketball court 250m above Dubai that features an illustration of Sudanese-British basketballer, poet and activist Asma Elbadawi.
Built using hundreds of LED lights, the larger-than-life activation sits on top of a 52-floor tower at the heart of man-made island The Palm.
In the 30-second spot, viewers see Elbadawi passionately speak about successfully overturning the International Basketball Federation’s (FIBA) ban on religious headgear in professional basketball.
“When we wanted to end the ban on playing with hijab, they said impossible,” Elbadawi tells viewers. “But like this city, every time I’m told ’impossible’, all I hear is ’I’m possible’.”
With this campaign, Adidas aims to reinforce the idea that sport allows people to achieve their ambitions and continues its support of athletes who are driving forces towards gender equality.
Back in February, Adidas dropped a short film featuring its ‘I’m Possible’ brand ambassadors – Elbadawi, Squid Game actor HoYeon Jung, volleyball player Tifanny Abreu, model Ellie Goldstein and yoga teacher Jessamyn Stanley – who have each defied the odds to become successful in their own respective fields.
