Adidas reinforces launch of its full-cover swimwear collection

Asma Elbadawi
Whether for personal choice or cultural reasons Adidas has launched something perfect for you.

A expertise in design, fabrics and features, delivers a comfortable and technical swimming experience for every woman. The new campaign, Beyond the Surface, celebrates how water accepts everyone unconditionally, and is fronted by Sudanese-British spoken word-poet and sport inclusivity activist, Asma Elbadawi.

Driven by the belief that sport belongs to all, campaign headed by Lebanese athlete Dareen Barbar & Sudanese-British basketball player Asma Elbadawi. Adidas began a movement of change to ensure that all bodies, had access to performance wear for the water and enjoy one of the most popular sports in the world. Therefore today, the brand continues its drive to offer a wider choice of technical apparel for athletes everywhere, via the unveil of its first Full-Cover Swimwear Collection.

The range is designed to support the needs of those who find the category offers limited choice when it comes to swimwear. It is informed – via community engagement and insights from around the world – by those who expressed a need for full-coverage for cultural reasons, or those just looking for greater choice via a broader range of technical apparel to suit their needs in the water.

A YouGov survey commissioned by adidas in 2021 reveals that only 12% of women are completely comfortable wearing a swimsuit at a public beach or pool. Body shame and lack of privacy are the two main reasons women do not feel comfortable in their swimsuits.

Additionally, 59% of women aged 18-42 in the United Arab Emirates agree or strongly agree that the “media creates an unattainable body image for female swimmers”. Moreover, only one quarter of women surveyed rate the availability of modest and size inclusive swimwear ranges as excellent.

The latest 18-strong piece collection, which comes in three colourways, follows on from the launch of its inclusively sized Sh3ro range, designed to offer women of all shapes a wide range of technical apparel to support their swim.

The adidas Full-Cover Swimwear collection will be available from 10th June 2021, on , starting from AED 99 up to AED 249, in three different colourways – black, purple and burgundy – and will be available in a range of sizes from 2XS to 2XL.

Follow the conversation on @adidasMENA #WatchUsMove and #adidasSwim


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