The eagerly awaited 7th edition of the Arab Women Sports Tournament (AWST) is all set to take place in Sharjah, as announced on UAE's billboards in a new outdoor awareness campaign. The tournament, organized by the Sharjah Women's Sports Foundation and held under the patronage of Her Highness Sheikha Jawaher, daughter of Mohammed Al Qasimi, Wife of His Highness the Ruler of Sharjah and Chairperson of the Sharjah Women Sports, will be hosting 550 sportswomen from 14 countries, forming a total of 61 teams. This groundbreaking edition celebrates the achievements and capabilities of Arab women in sports while inspiring a new generation of female athletes across the region. The strategic and visually striking campaign serves as a testament to the UAE's dedication to promoting gender equality and fostering a culture of athletic prowess. The billboard design hosts multiple powerful sportswomen, ranging from Basketball and volleyball players to ping-pong professionals. By doing the latter and showcasing women from various sports, the new outdoor campaign promotes inclusivity and celebrates the diversity of athletic talent, sending a powerful message that women excel in a wide range of sports and deserve recognition and support. The visuals are extremely vibrant and colorful, capturing and reflecting the spirit and energy of sports, as well as conveying a sense of action, competition, and celebration. The ad space notes the date of which the prestigious event is scheduled to commence, the latter being February the 2nd to the 12th, 2024. In addition, the tournament’s catchy slogan “Our Courts. Her Story” is strategically placed in the middle of the ad in both Arabic and English, further highlighting their ideology that sports arenas and courts are not just physical spaces but platforms for women to share their stories, showcase their talents, and make their mark in the world of sports. The campaign is a fairly new one, having popped up on UAE’s billboards in the second week of January upon hoarding billboards.
