Sports should be for everyone, and that’s why adidas is on a mission to offer more inclusive performance wear and diversity their product offering for women, And its latest initiative involves swimming, one of the most popular sports in the world. For their 18-piece Full-Cover Swimwear Collection, the German brand’s first modest swimwear range, the decision-makers made sure to make an informed move while supporting the needs of those who want to cover up for cultural reasons or just need more of a choice when it comes to finding technical apparel to suit their needs in the water. They consulted consumer groups around the world to get more insight into what women actually want from their swimwear and to guarantee maximum comfort and easy movement in the water.
As well as catering to modest dressers, the collection, which comes in black, burgundy and purple and various sizes, is very wearer-friendly. Thumb hole that keep long sleeves from riding up are the kind of thoughtful details the pros at sports apparel have included in the selection. There are also press studs, found inside the swimming tops at hip height and along the outside of the fabric, that connect to the leggings and shorts. They offer an adjustable fit and keep the tops in place. Additionally, there isn’t a chance of the waterproof hijab gliding off thanks to the special adjustable liner cap.
Made to be chlorine resistant and quick to dry, the collection also takes the environment into consideration. Being experts at technical fabrics, it isn’t surprising to see adidas using innovative material like Econyl, which features recycled and regenerated yarn.
In 2021, a YouGov survey commissioned by adidas found only 12 percent of women feel fully comfortable wearing a swimsuit in public swimming areas. The major reasons they gave were body shaming and lack of privacy.
Plus, a survey in the UAE concluded that 59 percent of women aged 18-42 felt the ''media creates an unattainable body image for female swimmers.'' What’s more, only one quarter of the females studied found it difficult to find top notch modest and size inclusive swimwear lines.
The “Beyond the Surface campaign,” part of “Watch Us Move,” is fronted by Sudanese-British basketball player Asma Elbadawi. A spoken word-artist and sport inclusivity activist, Elbadawi came up with a specially commissioned poem that touches on her relationship with the water and how it can empower women.
"I am incredibly proud to support a campaign that will remove barriers for women across the world to enjoy swimming," Elbadawi said while talking about the project.
“Sport never judges you, that is why we love it, and I am passionate about finding ways to ensure we can provide a level playing field for all,” she added. “Sadly that is not always possible, but gone are the days where sport apparel needs should be a barrier to entry, especially when it comes to being in and around the water.”
Dareen Barbar, the Dubai-based Lebanese amputee athlete joins Elbadawi in the campaign. The adidas ambassador recently made headlines for breaking the Guinness World Record for the longest Samson’s chair, also referred to as a static wall sit, by a female. With her back against a wall Barbar managed to hold a squat position with her thighs parallel to the floor for two minutes and 8.24 seconds. Her feat saw her making history as the first ever female amputee to hold a Guinness World Record in the Middle East.