Middle East sportswomen

Oman – Nike is shining a spotlight on the world’s inspirational sportswomen who are battling against cultural pressures in order to pursue their passions.

• Nike is looking to support female athletes around the world and, most recently, women in the Middle East
• ‘We connect with and inspire millions of women every day through our Nike+ Training Club and Nike+ Running apps,’ says Amy Montagne, vice-president, general manager of Nike Women’s division

Nike is celebrating one of the Middle East’s leading female sportswomen and number one tennis player Fatma Al-Nabhani in a new promotional video. The short film, directed by Poppy de Villeneuve, addresses the cultural barriers that Al-Nabhani has had to overcome to achieve what she has in the world of sport. The video is part of a wider initiative that includes Nike Women’s Race Series and N+TC, working towards the development and engagement in this community. 

The Big Picture: The idea of brand sponsorship is growing beyond financial support and clothing. Brands are now tasked with supporting the cultural evolution of successful, affluent, confident and empowered Athena Women around the world.