Adidas takes over Dubai's OOH scene with 'I’m Possible' UGC campaign
Posted on 2022 Mar,02

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Last week, adidas took over Dubai’s Out-Of-Home (OOH) scene with its new “I’m Possible” user-generated content (UGC) campaign, in line with the brand’s recent launch of the next chapter of its "Impossible is Nothing" journey.

The UGC campaign celebrates all women of the United Arab Emirates who are creating new possibilities in sport, by giving them the chance to feature on LED digital billboards that will be displayed across two locations in the city, simultaneously showcasing and celebrating 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.

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.

Participation in the UGC campaign is available now. And 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, women across the city are invited to:

  1. Post a photo on Instagram of themselves working out/playing sports anywhere across the city
  2. Complete the sentence I’M POSSIBLE BECAUSE ____________
  3. Include #ImpossibleIsNothing & #adidasDXB
  4. Tag @adidasdxb


The live billboards will feature participants’ tagged photos and their Instagram handles, giving all women the opportunity to make the impossible possible.

“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.

We are increasingly seeing more women take up sport across the MENA region. It is our promise to tell their stories and open our platforms to them. We know how powerful role models are to encourage and inspire other females regionally, and globally,” says Vicki Fitzsimons, Senior Director Brand adidas MENA

As adidas looks to 2022, and as part of the next chapter of 'Impossible is Nothing', the brand is focused on making its biggest ever commitment to women in sport, and beyond. This season, adidas aims to accelerate its mission to create real, lasting change for women, delivered through major new product innovations, enhanced support for established and emerging athletes, and new grassroots programs.

Also, adidas has clearly understood that the future of brand communications lies in finding a way to become part of communities, and communicate with them in a way that is shared, participatory and reciprocal.

This campaign, conceptualized, shot and produced by Havas Middle East, does exactly that, which is sure to affect peoples’ perceptions of the brand, and make it all the more effective.