Dubai has always celebrated global athletes through record-breaking spectacles. In a region where over 30% of women aspire to take up professional sports, there has never been a sporting spectacle featuring a female athlete.

It was about time a source of inspiration represented this aspiring segment of Middle Eastern society.

So 232 meters above Dubai's Iconic Palm Jumeirah, we created the I'M POSSIBLE COURT.

The highest basketball court in the middle east, illuminated with 52 gallons of glow-in-the-dark paint and over 6000 LED lights, to ensure that it shines as bright as the light within every female Arab Athlete.

Instead of using this sky-scraping platform to celebrate another global athlete, we covered the entire court surface with a mural of Asma Elbadawi, an activist who fought to change the rules of international basketball to allow hijabs on every court and won.

Creating not just a sporting arena unlike anything the region had seen before, but also an unmissable symbol of equality towering above all.

In a city that has always seen male sporting icons do the impossible, we wanted to remind women across the region that sport belongs to all.

What makes any sporting spectacle a success is the face attached to it. Despite that, we chose to go against the norm and dedicate this court to a name that rarely does, but should come up every time basketball greats are mentioned - Asma Elbadawi. An amateur athlete and activist who fought to change the rules of professional basketball. Ensuring that the sport allows hijabs to be worn on any court.

With her as the key focus of this impossible construction, word spread globally. Women across countries where hijabs are considered a barrier joined in on the conversation and supported our movement of championing more Arab female athletes.

The first step to creating a powerful PR story was to embed the narrative into the actual build of the court itself.

That is why the mural that covered the entire playable surface of the court was illustrated to capture the powerful spirit of a woman who represented every Arab athlete's rights and freedom across all sports.

To further amplify the power of the statement, the first player to step onto the field was Asma herself.

Combined with being the highest basketball court in the Middle East, the narrative became an unmissable statement in support of equality across sports for Arab women.

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