Why adidas Chose to Highlight Female Athletes During the FIFA Men’s World Cup
adidas was a leading partner of the FIFA Men’s World Cup, but when the tournament’s final matches approached, the brand opted to highlight female athletes with a trio of 121-foot by 95-foot murals carved in sand. It unveiled the portraits on the shores of Doha in Quatar, dubbed the “Beach Club Billboard,” to highlight its commitment to equity for female athletes and remind fans there’s “another half” to the sport. Event Marketer has the story.
