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

Published On
Oct 29, 2020

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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. 


Oct 29, 2020
Client :
Nike Women
Agency :
Wieden & Kennedy-Amsterdam
Managing Director :
Blake Harrop
Executive Creative Director :
Eric Quennoy
Executive Creative Director :
Mark Bernath
Creative Director :
Evgeny Primachenko
Creative Director & VFX Supervisor :
Craig Williams
Art Director :
Zeynep Orbay
Copywriter :
Macie Soler-Sala
Copywriter :
Jake Barnes
Copywriter :
Kervins Chauvet
Head of Broadcast Production :
Joe Togneri
Broadcast Producer :
Stijn Wikkerink
Group Account Director :
Kathryn Addo
Account Director :
Franky Wardell
Account Manager :
Abderrahim El Khouani
Account Manager :
Fulvio Itagiba
Account Executive :
Roberta Hilgert
Head of Planning :
Martin Weigel
Planning Director :
Reid Schilperoort
Head of Comms & Digital Strategy :
Danielle Pak
Comms Strategist :
Elsa Stahura
Art Producer :
Eline de Roo
Studio Director :
Lizzie Murray
Studio Print Producer :
Loes Poot
Designer :
Yaleesa Waëlauruw
Motion Designer :
Alex Raybould
Studio Artist :
Noa Redero
In-House Editor :
Scotti Raz
Business Affairs :
Michael Graves
Business Affairs :
Marie Hernandez
Film Production :
Rattling Stick
Director :
Sara Dunlop
Producer :
Tess Mitchell
Director of Photography :
Andre Chemetoff
Director of Photography :
Mik Allen
Director of Photography :
Jason Hearn
Editing Company :
Trim Editing
Editor :
Dominic Leung
Audio Post :
Grand Central Recording Studios
Sound Designer/Mixer :
Raja Sehgal
Music :
Title :
Amphitrite’s Theme
Producer :
Andy Oskwarek
Post Production :
Flame :
Alexis de Camara
Colorist :
Scott Harris
Producer :
Jamie McCubbin
Print Production :
Getty Images
Photographer :
Francois Ne
Producer :
Christopher Sleet

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