This New Nike Women Ad Is A Statement About Females In Sport In The Middle East

The entire campaign was shot in Dubai

The new film by Nike about everyday Middle Eastern athletes was shot entirely in Dubai. The new ad is in Arabic with English subtitles, and comes at a time when Arabic females competing in sport is become more and more prominent. Movie like sports ads are common place in the US and UK especially around the time of Olympic Games or Football Tournaments. It's rare for a global brand to create a campaign such as this one, just about women in the Middle East and done in Arabic. 

The film takes a common phrase - “What will they say about you” – and flips it on its head.  

Athletes in the region are excelling in sport more than ever. They’re “the first”, “the best”, “the only”  and the Nike campaign is inspired by the idea that trying something for the first time and pushing beyond your personal boundaries and fears can lead to positive change and, in the instance of sport, lead to a healthier lifestyle. 

Me Groupshot With Lockup Native 1600

Nike say that they believe:

"if you have a body – you are an athlete and with this film we hope to inspire you, the women, and girls of the region to pursue that passion for sport or to try it for the first time #justdoit"

Nike Middle East

The star athletes featured in the campaign are:

AMAL MURAD – PARKOUR TRAINER, UAE

Amal Native 1600

INES BOUBAKRI – FENCER, TUNISIA

Ines2 Native 1600

ARIFA BSEISO – BOXER, JORDAN

Arifa Native 1600

BALQUEES FATHI – SINGER, UAE

Balqees Native 1600

ZAHRA LARI – FIGURE SKATER, UAE

Zahra Native 1600

Written By

Richard Fitzgerald

Rich is a media fiend who hasn't been seen without an iPhone in hand since 2007. With a passion for all things health and fitness, what he lacks in hair he more than makes up for in creativity. As the founder of Lovin Dubai, he's our fearless leader.

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