Adidas has created the first football pitch in the world to have a gender – and it’s female.
The initiative has sparked a movement across the UAE and has already won awards for promoting gender equality in sports.
Earlier this month ‘The Female Field’, for Adidas, by Havas Middle East, Dubai, picked up the Grand Prix in the Glass category at the Dubai Lynx.
The background
In the Arab world, many young Arab girls from conventional families grow up believing that sports are not for them.
This belief stems from the notion in traditional Middle Eastern society that sports are more suitable for boys and men.
Sadly, this mindset has led to a startling statistic: an average of 73
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