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 per cent of young Arab girls give up playing sports by the age of 14.
The Female Field
To challenge this status quo and raise awareness about the transformative impact of sports on women and girls, adidas has pioneered what it claims is the world’s first ‘Female Field’.
The concept stems from the insight that in the Arabic language, most words associated with sports are female in gender.
For instance, words like ball, run, kick, jump, goal, shoot, pass, and even the wordsport itself are all considered feminine due to the ending letter, called the Ta’Marbuta.
This letter, written as a circle with two dots on top, imparts feminine gender to Arabic words.
Ta’Marbuta
Drawing inspiration from this linguistic feature, Adidas incorporated the “Ta’Marbuta” into the design of a football pitch. Just as this letter gives gender to words, it gave gender to the pitch, making it distinctly female.
By adding two dots above the center circle, traditionally found on playing fields, adidas created a visible reminder that women belong in the world of sports just as much as men, sparking conversations about the importance of supporting women in sports.
“This simple yet powerful idea emphasizes representation and encourages society to see things from a female perspective,” it said.
Replicas popping up
The Female Field initiative was launched in collaboration with Onyx FC, the UAE’s first and only owned and operated football team, as part of their inclusion in the Adidas family.
The goal of this partnership is to embody the team’s ethos: empowering girls to pursue their sports dreams and giving them the confidence to step onto the field.
Soon enough, countless replicas popped up across Dubai, not just on football fields, but basketball courts, beach football pitches, even ice hockey rinks were among the many being turned into ‘Female Fields’.
