Nothing says Impossible in Nothing like a glow-in-the-dark basketball court on top of a 52-floor tower at the heart of the iconic man-made island.
The court is Havas Middle East and adidas’ latest addition to the architectural wonders created in its I’m Possible campaign.
The I’m Possible court, which stands 250 metres above Dubai on the island, The Palm, was built using hundreds of UV black lights, LED panels and glowing-in-the-dark paint with artwork by illustrator, Kgabo Mametja. The construction took about 100 hours of work on the ground. To give a complete scale of the feat and show the full palm, a film was shot from a helicopter more than 1,524m above ground.
The court features an illustration of Sudanese-British basketball player, poet and activist, Asma Elbadawi, to inspire a more inclusive playing field. Elbadawi changed the game for women in sport when she successfully overturned in 2014 the International Basketball Federation’s (FIBA) ban on religious headgear in professional basketball. She represents a generation of athletes committed to carving new paths and creating a better tomorrow for themselves and generations to follow.
The campaign aims to reinforce adidas’ brand attitude, underlining how sport allows people to achieve their ambitions. The brand supports all athletes who are driving forces towards gender equality and are breaking down barriers both in and outside the sporting world.
“This campaign could have only happened in a city like Dubai, which constantly defies boundaries and symbolises possibilities, values shared by both adidas and Asma,” stated Paul O’Connor, director brand communications & sports marketing, adidas.
“When we wanted to end the ban on playing with hijab, they said impossible. But like this city, every time I’m told impossible, all I hear is I’m possible,” Asma Elbadawi stated.
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