Nike's latest campaign was shot in Dubai
Nike has just released their latest sports campaign, and it was completely shot in Dubai. The video spans just under a minute and a half features five Middle Eastern athletes who have achieved greatness.
Among those featured in the short film, which has already been viewed over 150,000 times, is bronze Olympic medal fencer Inès Boubakri, parkour trainer Amal Mourad and figure skater Zahra Lari.
The campaign, which explores the question “what will they say about you” and is narrated by Saudi artist Fatima Al-Banawi, not only highlights the variety of sports played in the region but also highlights some of the challenges and triumphs faced by the women in the video.
Parkour trainer Amal Mourad reveals that the phrase “what will they think of you?” is “every little girl’s nightmare growing up. 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.”
It is this spirit that Hind Rasheed, Nike’s Communications Manager, reveals has inspired the brand. “In the region, it’s possible to be ‘the first’ or ‘the only’ to try a sport or to achieve global success. These stories are an inspiration to us, and we wanted to share them with others, hoping they’ll inspire more women to overcome doubt and seek empowerment through sport.”
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