Athena athletes
What Will They Say About You? by Nike, Middle East

Athena athletes

Middle East – Nike continues to be a driver of change in the Arab world with its new advertising campaign that focuses on female athletes.

Article/20875 e28
What Will They Say About You? by Nike, Middle East

Middle East – Nike continues to be a driver of change in the Middle East with its new advertising campaign that focuses on female athletes.

  • The ad follows the brand’s 2015 campaign, which shone the spotlight on Omani tennis champion Fatma Al-Nabhani
  • The short film features a combination of professional and everyday athletes, including parkour trainer Amal Mourad, figure skater Zahra Lari and boxer Arifa Bseiso

What Will They Say About You? presents a variety of strong female figures to challenge the traditional stereotypes of women that have often pervaded Middle Eastern culture and hindered female athletes.

Featuring Olympic fencer Inès Boubakri, competitive figure skater Zahra Lari, Jordan’s first female boxing champion Arifa Bseiso and certified parkour trainer Amal Mourad, the focus is predominantly on sport, although the inclusion of singer Balquees Fathi and actress Fatima Al-Banawi – who narrates the ad in Arabic – demonstrate a wider support for female empowerment in the Arab world.

The film offers the next iteration of its 2015 campaign, which honed in on the narrative of Omani tennis star Fatma Al-Nabhani by offering a wider lens through which to view the Arab world, from Tunisia to Jordan and the United Arab Emirates, demonstrating a wider change in attitude towards women.

The Big Picture

With the support of brands such as Nike, cultural shifts in the Middle East are empowering The Athena Woman to explore new versions of herself and build a community of strong female allies.

Discover More News
Web Summit 2024: Thirsty brands, Trump vs Hollywood and designing for sustainability

News

Web Summit 2024: Thirsty brands, Trump vs Hollywood and designing for sustainability

On day two of Web Summit, attendees spread their attention across start-up pitches, the exhibition floor and a series of talks and panels covering ...
Technology : Pop-culture & Media : Society
Shiseido celebrates Japanese craft in award-winning holiday display

News

Shiseido celebrates Japanese craft in award-winning holiday display

Shiseido’s holiday window display, Beauty From Within, at the Shiseido Parlour in Ginza, Tokyo, has won Window Display of the Year at the Frame Awa...
Retail : Beauty : Design
Meta expands VR education with global university partnerships

News

Meta expands VR education with global university partnerships

Meta is advancing its mission to integrate virtual reality (VR) in education, partnering with 13 universities across the US and the UK to beta-test...
Youth : Technology : Design
Stat: The fashion industry braces for another stormy year

News

Stat: The fashion industry braces for another stormy year

According to McKinsey & Co’s and The Business of Fashion’s annual State of Fashion report, the global fashion industry faces steep challenges i...
Fashion : Sustainability : Society
Web Summit 2024: Pharrell Williams, industrial forests and immersive influencing

News

Web Summit 2024: Pharrell Williams, industrial forests and immersive influencing

Lisbon, the European Capital of Innovation since 2023, is once again hosting Web Summit, a four-day event that draws over 70,000 attendees and the ...
Technology : Pop-culture & Media : Events
PIX Moving launches AI-enhanced Robo-EV

News

PIX Moving launches AI-enhanced Robo-EV

Robotics company PIX Moving has introduced Robo-EV, a 3D-printed micro-metal car featuring an AI-powered personal assistant designed to assess and ...
Design : Technology : Mobility
British skincare brand Haeckels relaunched with a new identity

News

British skincare brand Haeckels relaunched with a new identity

Haeckels, the British skincare and fragrance brand, is rebranding as Formerly Known As Haeckels (FKAH), distancing itself from the controversial Ge...
Beauty : Advertising & Branding : Retail
Stat: UK study shows sharp decline in reading for pleasure among children

News

Stat: UK study shows sharp decline in reading for pleasure among children

A new UK survey by the National Literacy Trust (NLT) reveals a shocking decline in children’s enjoyment of reading.
Youth : Education : Society
Lava Genie re-invents the guitar for a new generation of players

News

Lava Genie re-invents the guitar for a new generation of players

Lava Genie, a revolutionary stringless sampler guitar, is transforming how musicians interact with the instrument.
Technology : Artificial Intelligence : Design
Adventure-based immersive zoological park to open in Singapore

News

Adventure-based immersive zoological park to open in Singapore

In March 2025, Rainforest Wild Asia, Singapore’s latest 13-hectare zoological park, will open at Mandai Wildlife Reserve.
Design : Travel & Hospitality : Sustainability
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN