adidas made the impossible possible again with a glow-in-the-dark I’m possible basketball court 250m above Dubai.
With the city’s skyline in the background, the glow-in-the-dark basketball court pulsates on top of a 52-floor tower at the heart of the iconic man-made island, The Palm. Built using hundreds of UV black lights, LED panels, and glowing-in-the-dark paint, the construction took about 100 hours of work on the ground. To give a full scale of the feat and show the full palm, a film was shot from a helicopter more than 1,524m above ground.
The I’m Possible court features an illustration of Sudanese-British basketball player, poet, and activist Asma Elbadawi in a bid to inspire a more inclusive playing field. Asma changed the game for women in sports 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.
Through this campaign, adidas reinforced its brand attitude, underlining how sport allows us to achieve our ambitions.
Scroll down for more.