{"id":48781,"date":"2022-03-30T12:55:31","date_gmt":"2022-03-30T08:55:31","guid":{"rendered":"https:\/\/blog.dubaicityguide.com\/site\/?p=48781"},"modified":"2022-03-30T12:55:31","modified_gmt":"2022-03-30T08:55:31","slug":"adidas-takessport-to-new-heights-in-dubai-with-im-possible-court","status":"publish","type":"post","link":"https:\/\/blog.dubaicityguide.com\/site\/adidas-takessport-to-new-heights-in-dubai-with-im-possible-court\/","title":{"rendered":"Adidas Takessport To New Heights In Dubai With I&#8217;m Possible Court"},"content":{"rendered":"<p>adidas has taken sport to a new level by constructing a glow-in-the-dark basketball court on Dubai\u2019s Next Level &#8211; The View at The Palm to launch the brand\u2019s most recent film. The film celebrates the latest chapter of adidas\u2019 long standing brand attitude &#8211;<strong>Impossible Is Nothing<\/strong> \u2013 which at its heart spotlights and shares stories of women who have made their impossible possible, in a bid to inspire others to do the same.<\/p>\n<p>The \u201cImpossible is Nothing\u201d court features vibrant artwork from illustrator Kgabo Mametja. The illustration brings to life the iconic shot from Asma\u2019s \u2018I\u2019m Possible\u2019 film series, which shows her hanging from an illuminated basketball hoop in hertulle gown, layered over a white adidas sports top while wearing her hijab. The artwork is completely illuminated via LED lighting and luminous paint.<\/p>\n<p>In the video, Asma states,<\/p>\n<p><em>\u201cWhen we wanted to end the ban on playing with hijab, they said impossible. But like this city, every time I\u2019m told impossible, all I hear is I\u2019m possible\u201d.<\/em><\/p>\n<p>Dubai is a city that has defied boundaries and is constantly challenging possibilities. Asma embodies these values;she saw the opportunity to reach astonishing heights in sports herself by removing gender barriers and breaking stereotypes to implement inclusivity in sport. She changed the game for women in sport when, in 2014, she successfully overturned the International Basketball Federation\u2019s (FIBA) ban on religious headgear in professional basketball.<\/p>\n<p>Growing up she recalls not having a relatable role model in popular culture, this motivated her to change the narrative of women in sport and aim to \u201cbe the change she wished to see in the world\u201d.<\/p>\n<p>Through this film, adidas humanises its\u00a0Impossible Is Nothing\u00a0brand attitude, underlining how sport allows us to achieve our ambitions.\u00a0In a city that has embodied possibilities, Asma represents a generation of athletes committed to carving new paths and creating a better tomorrow for themselves and generations to follow.<\/p>\n<p>adidas continues to support all athletes who are driving towards gender equality and are breaking down barriers both in and outside the sporting world.<\/p>\n<p>Keep up to date with the latest adidas news across the city by following @adidasDXB.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>adidas has taken sport to a new level by constructing a glow-in-the-dark basketball court on Dubai\u2019s Next Level &#8211; The View at The Palm to launch the brand\u2019s most recent film. The film celebrates the latest chapter of adidas\u2019 long standing brand attitude &#8211;Impossible Is Nothing \u2013 which at its heart spotlights and shares stories [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":48782,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-48781","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/blog.dubaicityguide.com\/site\/wp-json\/wp\/v2\/posts\/48781","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.dubaicityguide.com\/site\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.dubaicityguide.com\/site\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.dubaicityguide.com\/site\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.dubaicityguide.com\/site\/wp-json\/wp\/v2\/comments?post=48781"}],"version-history":[{"count":1,"href":"https:\/\/blog.dubaicityguide.com\/site\/wp-json\/wp\/v2\/posts\/48781\/revisions"}],"predecessor-version":[{"id":48783,"href":"https:\/\/blog.dubaicityguide.com\/site\/wp-json\/wp\/v2\/posts\/48781\/revisions\/48783"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.dubaicityguide.com\/site\/wp-json\/wp\/v2\/media\/48782"}],"wp:attachment":[{"href":"https:\/\/blog.dubaicityguide.com\/site\/wp-json\/wp\/v2\/media?parent=48781"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.dubaicityguide.com\/site\/wp-json\/wp\/v2\/categories?post=48781"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.dubaicityguide.com\/site\/wp-json\/wp\/v2\/tags?post=48781"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}