‘What Will They Say About You?’ Nike’s New Ad Celebrating Arab Women In Sports

An online commercial released by Nike this week that showed Arab women fencing, boxing and spinning on ice-skates has stirred controversy over its attempt to smash stereotypes about women leading home-bound lives in the conservative region. It begins with a woman nervously peering out of her doorway and adjusting her veil before going for a run in the street, while a female voice narrates in a Saudi dialect: “What will they say about you? Maybe they’ll say you exceeded all expectations”. Within 48 hours the video was shared 75,000 times on Twitter and viewed almost 400,000 times on YouTube.

Balquees Fathi, pop singer, poses in a scene shot for the Nike Middle East ad campaign filmed in Dubai, UAE:

Reuters/Nike

Amal Mourad, parkour trainer, performs a handstand in scene shot for the Nike Middle East ad campaign filmed in Dubai, UAE:

Reuters/Nike

Zahra Lari runs in a scene shot for the Nike Middle East ad campaign filmed in Dubai, UAE:

Reuters/Nike

Amal Mourad, parkour trainer, looks on in a scene shot for the Nike Middle East ad campaign filmed in Dubai, UAE:

Reuters/Nike

Arifa Bseiso boxes in a scene shot for the Nike Middle East ad campaign filmed in Dubai, UAE:

Reuters/Nike

Arifa Bseiso boxes an opponent in a scene shot for the Nike Middle East ad campaign filmed in Dubai, UAE:

Reuters/Nike

(Visited 1 times, 2 visits today)

Leave Your Comment Below

More Inspiring Stories

Sensual Female Portraits By The Russian Painter Andrei Markin
This Instagram Account Creates Sinister Parodies of Retro Pop-Culture Pictures
"The Little Things": A Collection Of Brilliant Illustrations By Tomasz Majewski
Japanese Artist Creates Charming Balloon Sculptures
Meet Trophy Wife Barbie: She Smokes, Drinks, And Raises Hell
"Heaven's Hell": The Book Of Afterlife Adventures By Anthony Jones
These Trippy Collages Got Phillip Kremer Kicked Off Of Social Media
Shampoo Planet: Paintings Of North American Urban Landscapes And Interiors By Marc Trujillo
15 Comics That Perfectly Capture The First Year Of Being A Mom
This Artist Uses Music Sheets To Create Stunning Illustrations
Controversial Paintings Of People Skinned Alive That Will Shock You
Revival, A Series Of Style Icons
An Artist Transforms Everyday Items In These Amazing Paper Sculptures
"Chromatic Horizon": The Superb Neon-Noire Art By Tony Skeor
Vintage Pie Ads
Brilliant Barcode Designs
Geographies And Sometimes Not Even That
Stunning 3D Art Piece in Medellin
Artist Creates Contemporary & Surreal Collages Mixing Aesthetic References
Can You Spot Yourself In These Designer Stereotypes?
The Incredible Murals of Argentine Street Artist Martin Ron
Graffiti Artist Jimmy Swift Turns Beach Stone Into A Great White Shark
Street Art that's Not so Easy to Get Rid of
Superb Illustrations By Yanjun Cheng
30 Of The Most Epic 3D Tattoos
Hilarious Illustrations Show What Famous Characters Would Buy At The Supermarket
Movies R Fun! A Collection Of Cinematic Classics For The Pre-(Film) School Cinephile: A Lil' Inappropriate Book
Largest Mural on an Inhabited Building in the World
Meet Absentia – Polish Cosplay Model That Makes Magical Photography
A Mixture Of Innocence, Beauty, Violence, Decadence, Japanese And Russian Folklore – In Bizarre Works By Vania Zhuravlev