To challenge shed light on the transformative power of sports for women and girls, adidas has introduced the world’s first “Female Field” initiative.
In many traditional Arab families, young girls often grow up believing that sports are not meant for them, perpetuating a mindset that sports are predominantly for boys and men. Shockingly, this belief leads to a staggering statistic: an average of 73% of young Arab girls abandon sports by the age of 14.
This groundbreaking concept, created by Havas Middle East, is rooted in a profound insight: in the Arabic language, most sports-related words are grammatically feminine. Words like “ball,” “run,” “kick,” and “goal” are all considered feminine due to the linguistic feature of the “Ta’Marbuta,” a letter that imparts feminine gender to Arabic words.
Inspired by this linguistic characteristic, adidas has ingeniously incorporated the “Ta’Marbuta” into the design of a football pitch, transforming it into a symbol of female empowerment. By adding two dots above the center circle, traditionally found on playing fields, adidas created a visible reminder that women belong in the world of sports just as much as men. This innovative idea sparks conversations about the importance of supporting women in sports, emphasizing representation and encouraging society to adopt a female perspective. Watch below:
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The Female Field initiative was launched in collaboration with Onyx FC, the UAE’s first and only owned and operated football team, as part of their partnership with adidas. This collaboration embodies the team’s ethos of empowering girls to pursue their sports dreams and instilling the confidence to step onto the field.
Since its inception, the Female Field concept has gained widespread traction, with numerous replicas popping up across Dubai. These Female Fields extend beyond football pitches to include basketball courts, beach football pitches, and even ice hockey rinks, symbolizing a powerful commitment to breaking gender barriers and promoting inclusivity in sports.
Through initiatives like Female Field, adidas continues to champion diversity, empowerment, and inclusivity, paving the way for a more equitable and inclusive future in the world of sports.
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