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Hello, communicators:

Adidas has created what it calls the world’s first “swimmable” billboard in collaboration with Havas Middle East, asking women in the region to take a “leap of faith” by swimming in public. The billboard, which holds 11,500 gallons of water and resides on a popular Dubai beach, was erected to create awareness around Adidas’ new inclusive swimwear line and was designed in response to a survey commissioned by Adidas that found only 12% of women in the United Arab Emirates are comfortable wearing a swimsuit at a beach or public pool, citing body shame and a lack of privacy.

“Our belief is that nobody should be prevented from enjoying the benefits of being in and around the water,” senior brand director of Adidas GCC Amrith Gopinath told Forbes. “Each piece is also carefully crafted to ensure that additional fabric does not reduce a swimmer’s ability to move in the water. The range went through a detailed testing process with consumer groups across multiple regions to help find the perfect balance of fit, features, performance and coverage.”