Female-Focused Sports Initiatives

adidas Created a Female-Inspired LED Basketball Court

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.

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