Female athletes are fast becoming a force to be reckoned with within the Middle East and Nike is helping to pave the way. Following on from the two short videos featuring Zahra Lari the first Emirati figure skater and Amal Mourad the first Emirati parkour trainer, which were released just over a week ago, Nike has finally announced their most empowering campaign yet. Entitled ‘What will they say about you’ the film places a spotlight on women in the region pushing boundaries within the field of sport.
“Through Nike’s work with athletes in the Middle East, we’ve been incredibly inspired by the pioneering spirit that exists here” explained Hind Rasheed a Nike Spokesperson. 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 at Nike, and we wanted to share them with others, hoping they’ll inspire more women to overcome doubt and seek empowerment through sport.”
Boxer Arifa Bseiso
Featuring not only professional but everyday athletes from the UAE to Jordan and Tunisia, the film showcases the talents of Fencer Inès Boubakri, Boxer Arifa Bseiso and Pop Singer Balquees Fathi with Mourad and Lari also marking their return. Narrated by Fatima Al-Banawi, a Saudi Arabian social researcher, artist, and actress in Arabic, this is a pioneering change within the region that is set to empower women of all nationalities and ages.
Fencer Inès Boubakri
See the video below: