New Blood Entry — adidas Pool

Teenage girls in London are becoming increasingly obsessed with social media, spending many hours a day scrolling through content, where the main focus is on appearance. This means girls don’t have the space to talk about how they feel inside, which is damaging their mental and physical wellbeing.

Swimming is the perfect sport to improve these, due to its unique qualities. Being immersed in water is calming, a way to totally shut off and quite literally, let your worries float away.

Adidas Pool will offer girls a safe space to think and talk about their wellbeing both online and offline. It will guide them to their local pool where they can find an escape from the pressures of daily life.

Swim, float, escape.

This idea was a creative response to a hypothetical brief set by adidas as part of the New Blood Awards programme.