The campaign aims to celebrate all women of the United Arab Emirates who are creating new possibilities in sport.

This is by giving them the chance to feature on LED digital billboards that will be displayed across two locations in the city. The boards will simultaneously showcase and celebrate their stories of seeing possibilities in sport and beyond.

To kick off the campaign, live LED digital billboards were spotted on Sheikh Zayed Road, between Dubai Marina and Downtown Dubai, as well as on the billboard located on Sheikh Zayed Road, opposite Museum of the Future.

According to the brand, the digital billboards feature inspirational women of Dubai who have made their 'impossible possible' and are breaking down barriers on and off the pitch, court, track and field. Featured on the billboards are adidas brand ambassadors:
  • Raha Moharrak
  • Baraa El Sabbagh
  • Emmanuelle Bonham
  • Nouf AlAnzi, and
  • former Emirati weightlifting champion Amna Al Haddad.
Also spotted on the billboards in the emirate are other women of Dubai.

The brand says that participation in the campaign opens on Wednesday, 2 March. All women from all sports backgrounds are encouraged to submit their photos and join for the chance to feature on the billboards, which will go live during the final two weeks of March.

To feature on the billboard, the brand says that women across the city are invited to:
  • post a photo on Instagram of themselves working out / playing sports anywhere across the city
  • complete the sentence I'M POSSIBLE BECAUSE ____________
  • include '#ImpossibleIsNothing' and '#adidasDXB', and
  • tag @adidasdxb.
The live billboards will feature participants' tagged photos and their Instagram handles.

"'Impossible Is Nothing' is our brand attitude, the essence of who we are and what we stand for. Driven by our spirit of rebellious optimism, this season, we focus this attitude so all women can make their 'impossible possible' in sport and beyond. Our belief is that all women should be celebrated and their stories to be spotlighted and shared," says Vicki Fitzsimons senior director of adidas Middle East and North Africa.

Fitzsimons adds, "We are increasingly seeing more women take up sport across the Middle East and North Africa region. It is our promise to tell their stories and open our platforms to them."

The brand says that it is focused on the next chapter of 'Impossible is Nothing' by focusing its biggest ever commitment to women in sport — and beyond. adidas says that it aims to accelerate its mission to create real lasting change for women, by:
  • delivering major new product innovations
  • enhancing support for established and emerging athletes, and
  • starting new grassroots programmes. 
The campaign was conceptualised, shot and produced by Havas Middle East.

For more information, visit www.adidas.ae. You can also follow adidas on Facebook, Twitter or on Instagram.