Powerful new Nike ad challenges Middle Eastern female stereotypes

The daring campaign makes a statement about millennial women in the Middle East. Watch the full ad below.

What will they say about you?

What will they say about you?

Sporting giant Nike has unveiled an empowering new ad campaign designed to champion women in the Middle East who have achieved success against cultural expectations.

A clip from Nike's new campaign "What will they say about you?"

A clip from Nike's new campaign "What will they say about you?"

The progressive ad film, shot in Dubai poses the provocative question: 'What will they say about you?’.

“This phrase, it’s every little girl’s nightmare growing up.” said one of the stars of the ad Emirati parkour trainer Amal Murad. “We hear this every time we do something that might be met with criticism. There’s a fear to stand out and do something that’s not part of the norm.”
“But I’ve learned that, if you genuinely want to do something amazing, you can’t be afraid of hearing this phrase.”

The campaign also features other trailblazing millennial including Jordanian boxer Arifa Bseiso, Tunisian fencer Ines Boubakri, Yemeni singer Balqees Fathi and Emirati figure skater Zahra Lari showing off their skills with Saudi actress Fatima Al-Banawi narrating.

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The Arabic ad translates as follows: "What will they say about you? That you shouldn't be out here? That its unladylike? That you're not built for this? Or maybe, they'll say you're strong. That you can't be stopped. That you'll always find a way. That you make it look easy. That you make it look good. Or maybe, they'll say you're the next big thing."

In keeping with its long standing position on inclusion, Nike has been “incredibly inspired by the pioneering spirit that exists in the Middle East” said spokeswoman Hind Rasheed, who said that in the region “it’s possible to be ‘the first’ or ‘the only’ to try a sport or to achieve global success. She added that the brand hoped that by sharing these stories it could inspire “more women to overcome doubt and seek empowerment through sport” .

Nike Middle East released the ad this week to mixed albeit heated reception. Nonetheless the multi-billion dollar brand is steadfast in its commitment to women achieving excellence and leadership through sports and unapologetic in its determination to scrap stereotypes.

Watch The Ad Below.

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