adidas & Onyx FC

Football, Arabia, Women, Campaign, Feminity

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For the purpose of empowering Arab girls in athletics, Female Field uses linguistic symbolism.

Onyx FC is Dubai's main women's football club, and two years after adidas partnered with Onyx FC, the German sports brand refurbished the Onyx home pitch in an effort to encourage Arab girls to participate in sports. With the use of the Arabic term "Ta'Marbuta," which is a symbol that represents femininity and can be found in words such as "ball," "run," and "sport," adidas placed two dots in the middle of the pitch marking the center circle. It is said that this was the first gender-specific pitch, and it was presented to the public in March of 2024. Havas Middle East was the organization that was responsible for the launch of the Female Field campaign.

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