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The Kingdom of Saudi Arabia’s General Sports Authority (GSA) had a mandate to increase the number of people undertaking physical activity. For Saudi Design Week 2017 – with the theme of ‘Design in Motion’ – GSA briefed abcd to ‘inspire a nation to be more active’, and they created a pavilion setting out the current Saudi statistics on fitness and activity, as well as the evolution and achievements of the Saudi Olympic and Paralympic teams, before sharing the inspirational stories of international brands. Nike, Asics and Ottobock exhibited collections and achievements, with Nike launching their hijab design at the stand. Over five days, the pavilion received some 20,000 visitors.

GSA briefed ABCD to ‘inspire a nation to be more active’, and they built an exhibition exploring the potential of sport in the context of design.