The new ad is in Arabic with English subtitles, and comes at a time when Arabic females competing in sport is become more and more prominent. The new film by Nike about everyday Middle Eastern athletes was shot entirely in Dubai.
It’s very different and rare for a global brand such as Nike, to create a campaign, just about women in the Middle East and all in Arabic.
Nike say that they believe:
“if you have a body – you are an athlete and with this film we hope to inspire you, the women, and girls of the region to pursue that passion for sport or to try it for the first time #justdoit”
Nike Middle East