Havas Middle East has revealed that Adidas has spearheaded a groundbreaking initiative known as the 'Female Field,' marking a significant step towards challenging societal norms and advocating for the transformative potential of sports among women and girls.
The concept stems from a poignant observation by Havas, highlighting the prevalent notion in traditional Middle Eastern societies that sports are primarily reserved for males. Shockingly, this belief has contributed to a disheartening statistic, with an alarming 73% of young Arab girls abandoning sports by the age of 14.
Drawing inspiration from the Arabic language's linguistic structure, where most sports-related terms carry feminine gender, Adidas ingeniously incorporated this insight into the design of a football pitch. By adorning the field with the "Ta'Marbuta," a feminine symbol in Arabic script, Adidas symbolically designated the field as distinctly female.
This innovative approach serves as a visible reminder of women's rightful place in the realm of sports, sparking crucial conversations about gender inclusivity and representation. The 'Female Field' initiative, launched in collaboration with Onyx FC, the UAE's pioneering football team, underscores Adidas' commitment to empowering girls to pursue their athletic aspirations with confidence.
As a testament to its success, numerous replicas of the 'Female Field' have emerged across Dubai, transforming various sports facilities, including basketball courts, beach football pitches, and ice hockey rinks, into inclusive spaces for female athletes to thrive.
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