The campaign was created and produced by Havas Middle East, with the strategic direction and inputs from Germany-based agency Die Zwei.
Driven by the belief that sport belongs to all, Adidas began a movement of change to ensure that all bodies had access to performance wear for the water and enjoy one of the most popular sports in the world. Therefore, today, the brand continues its drive to offer a wider choice of technical apparel for athletes everywhere, via the unveiling of its first full-cover swimwear collection.
The range is designed to support the needs of those who find that the category offers a limited choice when it comes to swimwear. It is informed – via community engagement and insights from around the world – by those who expressed a need for full coverage for cultural reasons or those just looking for greater choice via a broader range of technical apparel to suit their needs in the water.
A YouGov survey commissioned by Adidas in 2021 reveals that only 12% of women are completely comfortable wearing a swimsuit at a public beach or pool. Body shame and lack of privacy are the two main reasons women do not feel comfortable in their swimsuits.
Additionally, 59% of women aged 18-42 in the United Arab Emirates agree or strongly agree that the “media creates an unattainable body image for female swimmers.” Moreover, only one-quarter of the women surveyed rate the availability of modest and size-inclusive swimwear ranges as excellent.
Sybille Baumann, Senior Product Manager - Adidas Swimwear, said in a release: “At Adidas, we believe that nobody should be prevented from enjoying the benefits of being in and around the water. We are constantly looking at ways to diversify our product offering for all women and our full-cover swimwear collection is rooted in that mentality.”
Pieces feature press studs – situated inside the top at hip height and along the outside of the fabric on the legs – to connect the two and offer an adjustable fit, preventing unnecessary movement of material in and out of the water. It also features thumb holes in the sleeves for optimized fit. Moreover, singlets with sleeves, and a swim hijab – which features a specially-crafted adjustable inner cap to provide the perfect fit and to prevent it from slipping whilst swimming – complete the collection.
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, ensuring maximum comfort for the swimmer. As part of Adidas's ongoing commitment to more sustainable design, all are crafted with a chlorine-resistant fabric that features Econyl® regenerated yarn.
The "Beyond the Surface" campaign, part of "Watch Us Move" – Adidas's broader initiative to create more space for women in sport – celebrates the power of water and its ability to defy restrictions, bring renewal and accept everyone unconditionally. The new campaign is fronted by spoken word-artist and sports inclusivity activist, Asma Elbadawi, who created a specially commissioned poem to celebrate her relationship with the water and the confidence it can bring to all women.
Sudanese-British spoken word-poet and sports inclusivity activist, Asma Elbadawi, added: “This is a project that is close to my heart and I am incredibly proud to support a campaign that will remove barriers for women across the world to enjoy swimming.”
Asma will feature in the campaign alongside Lebanese, Dubai-based Adidas ambassador and amputee athlete Dareen Barbar. Building on its commitment to making the future of sport more inclusive for all, Adidas continues to evolve its swimwear offering, helping to overcome technical challenges to enable every woman in the water.
The latest 18-strong piece collection, which comes in three colorways, follows on from the launch of its inclusively sized Sh3ro range, designed to offer women of all shapes a wide range of technical apparel to support their swim.
The Adidas full-cover swimwear collection will be available from June 10, 2021, on https://www.adidas.com/us, in three different colorways – black, purple and burgundy – and will be available in a range of sizes from 2XS to 2XL.
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