Nike's rousing ad aims to inspire Middle Eastern female athletes
Latest spot in 'You can't stop us' series highlights its modest swimwear range Victory Swim
Oct 29, 2020
Nike's latest installment of its "You Can't Stop Us" campaign comes from the Middle East, where it's celebrating the achievements of female athletes as well as highlighting its Victory Swim range designed for Muslim women.
The film, by Wieden & Kennedy Amsterdam, is described by Nike as a "rallying cry for women across the region to tap into power of sport." Directed by Sara Dunlop of Rattling Stick, the film is anchored by scenes of a mother in a hijab swimsuit teaching her little girl to swim. Alongside that, it features real-life Middle Eastern athletes training for their sport. They include amputee and everyday athlete Zainab Al Eqabi; UAE National Rower Maha Al Ameri; and Manal Rostom, the Egyptian Nike running coach and triathlete who founded Surviving Hijab.
“I would love for every girl to realize that hijab places no limitations on her dreams whether it’s inside the water or outside water—if that’s how she wishes to exercise her faith," said Rostom in a statement. "There is something so magical and liberating about being in and near the water. Every woman deserves the right to experience that feeling whether in a hijab or not. Let there be no limits on what women can do with their bodies just because they choose to cover them. Nike is one of the brands that has championed this inclusivity model and I am so proud to be sending this powerful message to females across the Middle East.”
As well as the spot, the wider campaign includes a 30-day calendar of events including a virtual WhatsApp training hub, livestreamed training sessions and a swimming clinic for women.