Adidas The Female Field 2025

Description

This campaign video for Adidas, titled The Female Field and created in partnership with Havas Middle East, examines the historical lack of representation and challenges faced by women in sports across the Middle East. The piece weaves together archival news clippings, broadcast footage, and social media commentary in Arabic and English. Through statistics, headlines, and typographic analysis, the video highlights how linguistic gender in Arabic associates sports terminology with female grammar. The visual style employs black-and-white documentary framing alongside clean graphic typography.