To add to its 'Impossible is Nothing' campaign adidas has partnered with Havas Middle East to build a female-inspired glow-in-the-dark basketball court in Dubai. The LED court is something one could only imagine seeing in NBA 2K 'MyPark' game mode.
Sitting 250 meters above ground, the vibrant court tributes female Sudanese-British basketballer and activist Asma Elbadawi. To create this showpiece, Havas used hundreds of LED lights. The court sits on top of a 52-story tower.
Elbadawis's impact goes beyond the creation of this court. She successfully overturned a ban on religious headgear by the International Basketball Federation. The inspiring leader embodies the statement 'impossible is Nothing.'
She says, "Growing up, I didn't see Muslim women on billboards and TV. How do you dream bigger without seeing someone who looks like you accomplish things?" Fortunately, she successfully overcame barriers, and her story continues to be shared.
Female-Focused Sports Initiatives
adidas Created a Female-Inspired LED Basketball Court
Trend Themes
1. Female Empowerment in Sports - The LED basketball court built by adidas and Havas Middle East in Dubai for female basketball players demonstrates the potential for developing more opportunities for women to engage in sports.
2. Innovative Advertising Strategies - Adidas and Havas Middle East's collaboration on creating a showpiece out of Elbadawi's impact and using it as a promotional tool shows that businesses can create innovative advertising strategies that not only promote their products but also empower communities.
3. Glow-in-the-dark Technology Integration - The use of hundreds of LED lights to create a unique basketball court shows the potential of integration of glow-in-the-dark technology in sports and event fields.
Industry Implications
1. Sports - The LED basketball court demonstrates an opportunity for companies to invest in the development of more sports initiatives and facilities that empower female athletes.
2. Advertising - The use of female basketball player Asma Elbadawi's story for a promotional campaign shows the potential for businesses to create advertising campaigns that go beyond simply selling products and instead focus on showcasing the stories of inspiring individuals.
3. Technology - The integration of hundreds of LED lights in the basketball court shows the potential of using glow-in-the-dark technology across various industries in creative ways.