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Adidas: The Female Field

Brand
Adidas
Date

Feb 2025

Description

Adidas addresses the historical underrepresentation of women in athletics through 'The Female Field.' Developed with Havas Middle East, the campaign explores the intersection of language and sports participation in the region. The project utilizes a documentary approach, weaving together archival footage, broadcast clips, and social media commentary. By layering statistics and linguistic analysis—specifically how Arabic grammar influences sports terminology—the film provides a detailed look at structural challenges. The visual execution relies on monochrome cinematography and motion graphics to frame its narrative. This work highlights the evolving relationship between gender, language, and sports.

Style

Documentary, Horizontal, Cinematic, Monochrome

Techniques

Motion Graphics

Industries
Sportswear
Background

White Seamless

Context

Advertising Campaign, Brand Film / Corporate Video

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