Published
Feb 23, 2017
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Nike targets women in Middle-Eastern spot

Published
Feb 23, 2017

Playing off the “Just Do It” slogan, Nike is looking to the middle east for a new video spot aimed to inspire local women. This video is part of Nike’s recently-launched ‘Equality” campaign.

Nike Equality



This film looks to inspire and celebrate Arab female athletes, spotlighting four women from the Middle East: parkour athlete Amal Mourad, boxer Arifa Bseiso, figure skater Zahra Lari, Tunisian fencer Ines Boubakri, and Saudi pop-singer Balqees Fathi.

Specifically, the video looks to the phrase “"What will they say about you?", which Nike hopes to use to inspire women to follow their dreams.

The campaign was produced by Wieden +  Kennedy., who have worked on numerous Nike campaigns in the past. The film was shot in Dubai and narrated by Saudi actress Fatima Al-Banawi.

The film is strongly reminiscent of 2016's viral video 'Hwages' ('Concerns') that racked up over three million views after its upload in December last year. The video, by production company 8ies, centred on women's rights and depicted women in Islamic dress playing basketball, skateboarding, and dancing.

Nike's campaign video, entitled 'What will they say about you?' is part of the brand's overall “Equality” campaign, a project that promotes the brand's belief that respect and equality should be seen on and off the playing field. The American arm of the campaign featured the likes of actor Michael B. Jordan and Nike athletes Kevin Durant, Serena Williams, LeBron James, and Gabby Douglas, alongside vocals by Alicia Keys.

 

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