FeaturedSocialThe Work

Adidas launches “I’m Possible” campaign in the Middle East


adidas took over Dubai’s OOH scene with its new “I’m Possible” user-generated content (UGC) campaign, in line with the brand’s recent launch of the next chapter of its Impossible is Nothing journey.

Are you ready for Ramadan? Join us at our Ramadan breakfast briefing to find out how old and new technologies and media are helping brands engage and interact better during the Holy Month.


The (User Generated Content) campaign, celebrates all women of the United Arab Emirates by giving them the chance to feature on digital billboards across the city, simultaneously showcasing and celebrating their stories of seeing possibilities in sport and beyond.

The digital billboards – spotted on Sheikh Zayed Road, Dubai’s main highway – feature inspirational women of Dubai who have made their impossible possible and are breaking down barriers on and off the pitch, court, track and field. Included on the billboards are adidas brand ambassadors Raha Moharrak, Baraa El Sabbagh, Emmanuelle Bonham, Nouf AlAnzi and former Emirati weightlifting champion Amna Al Haddad.

Participation in the UGC campaign is still open to all women from Dubai.
The next set of billboards will go live during the final two weeks of March.

To feature on the billboard, women across the city are invited to:

  1. Post a photo on Instagram of themselves working out/playing sports anywhere across the city
  2. Complete the sentence I’M POSSIBLE BECAUSE ____________
  3. Include #ImpossibleIsNothing & #adidasDXB
  4. Tag @adidasdxb

The live billboards will also feature participants’ Instagram handles.

As adidas looks to 2022, and as part of the next chapter of Impossible is Nothing, the brand is focused on making its biggest ever commitment to women in sport, and beyond. This season, adidas aims to accelerate its mission to create real, lasting change for women, delivered through major new product innovations, enhanced support for established and emerging athletes, and new grassroots programs.

The campaign was conceptualized and produced by Havas Middle East.

Follow updates on Instagram through @adidasDXB and #ImpossibleIsNothing

“Impossible Is Nothing is our brand attitude; the essence of who we are and what we stand for. Driven by our spirit of rebellious optimism, this season, we focus this attitude so all women can make their impossible possible in sport and beyond. Our belief is that all women should be celebrated and their stories to be spotlighted and shared. We are increasingly seeing more women take up sport across the MENA region. It is our promise to tell their stories and open our platforms to them. We know how powerful role models are to encourage and inspire other females regionally, and globally,” said Vicki Fitzsimons, Senior Director Brand adidas MENA.