Discovering that just 12% of women in the United Arab Emirates are comfortable wearing swimwear in public, Adidas has developed and launched its first full-cover swimwear range. The line features 18 pieces including trousers, long-sleeve tops, and a lightweight hijab. The brand marked the launch with an interactive swimming pool billboard on one of Dubai’s beaches, inviting Adidas ambassadors and members of the public to take a 'leap of faith' and dive into the water. “Our belief is that nobody should be prevented from enjoying the benefits of being in and around the water,” says Amrith Gopinath, senior brand director of Adidas GCC. “Hence the recent launch of our diversified product offering for all women.”

Continuing Adidas’s commitment to make sport accessible to all, the line follows other launches from the brand including its first collection of period-proof activewear. Nike was the first major sportswear brand to debut a full-coverage swimwear line in 2019, but with modest fashion sales projected to be worth $402 billion by 2024, major brands are yet to fully cater to this growing market. Consumers are wary of brands’ simply adding a 'modest' tag to otherwise similar collections, something Primark was called out for when its launched a modest range in 2020. By addressing a known gap in the market, Adidas’ range is offering products people really want while building on its brand identity of a commitment to inclusion.