Adidas built a glow-in-the-dark basketball court on top of a Dubai skyscraper

Latest stunt from Havas Middle East celebrates Muslim player Asma Elbadawi

Published On
Apr 14, 2022

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Adidas served up one of 2021's most memorable activations with the brand's "swimmable" billboard on a Dubai beach. Now, it's back with another eye catching outdoor installation -- a "glow in the dark" basketball court on top of a Dubai skyscraper.

Again created via agency Havas Middle East, the "I Am Possible" court sits on top of a 52-storey tower situated on Dubai's palm-tree shaped man-made island, The Palm. It was created using hundreds of UV black lights, LED panels, and glow-in-the-dark paint, and took about 100 hours. According to Adidas, it could be seen from more than 5000 feet above ground.

The court features an illustration of Sudanese-British basketball player, poet and activist Asma Elbadawi, who also appears in a social video for the brand, airing on Instagram. In 2014, Elbadawi successfully overturned the International Basketball Federation’s (FIBA) ban on religious headgear in professional basketball; the video shows her shooting hoops in a hijab.

Adidas swimmable billboard