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
Content Warning wants gamers to risk their life for content

News

Content Warning wants gamers to risk their life for content

Content Warning, a cooperative horror game, is turning gamers into SpöökTubers adventuring into an eerie underground of the Old World to go viral.
Gaming : Pop-culture & Media : Society
Ikea launches its first gaming furniture collection

News

Ikea launches its first gaming furniture collection

Ikea unveiled its inaugural gaming furniture collection, Brännboll, at Milan Design Week 2024, aimed at the increasingly popular casual gaming market.
Gaming : Home & Family : Design
Creating sexually explicit deepfakes to become a criminal offence

News

Creating sexually explicit deepfakes to become a criminal offence

In England and Wales, the government is set to pass a new law to criminalise the creation of sexually explicit deepfake images.
Technology : Pop-culture & Media : Society
Stat: American teenagers are spending more on beauty than ever

News

Stat: American teenagers are spending more on beauty than ever

Piper Sandler Companies has released the findings of its 47th biannual Taking Stock With Teens survey, conducted in partnership with non-profit stu...
Youth : Beauty : Retail
Laura Geller issues comical invitation to Own Your Age

News

Laura Geller issues comical invitation to Own Your Age

New York beauty brand Laura Geller Beauty has launched the captivating campaign Own Your Age, embracing the idea that age doesn't limit beauty, but...
Beauty : Health : Wellness
Lexus reveals Time exhibition at Milan Design Week 2024

News

Lexus reveals Time exhibition at Milan Design Week 2024

Lexus has debuted its installation Time at Milan Design Week – offering visitors an immersive glimpse into the future of mobility.
Mobility : Automotive : Design
Instagram's new tools combat sextortion threat

News

Instagram's new tools combat sextortion threat

Instagram is set to trial new features aimed at combatting the alarming rise of 'sextortion' on its platform.
Technology : Social Media : Safety
Stat: Gen Z and Millennials prioritise healthy eating amid cost of living crisis

News

Stat: Gen Z and Millennials prioritise healthy eating amid cost of living crisis

New research from Lifesum highlights a trend where Gen Z and Millennials are prioritising healthy eating amid the current cost of living crisis.
Food : Health : Wellness
World Retail Congress 2024 daily recap: Elections anxiety and the ‘world’s coolest stores’

News

World Retail Congress 2024 daily recap: Elections anxiety and the ‘world’s coolest stores’

On the closing day of World Retail Congress 2024, retailers looked ahead to a year of global elections, readying themselves to navigate potential p...
Retail : Sustainability : Design
The Emory begins longevity and wellness members’ club Surrenne

News

The Emory begins longevity and wellness members’ club Surrenne

Opening in April 2024, Surrenne at The Emory promises a holistic approach to wellness and longevity in a luxurious setting.
Health : Wellness : Luxury
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

What do we use cookies for?

We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.

Learn more