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
Editor's Pick
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.
Credits
- Date
- 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 :
- KOM
- Title :
- Amphitrite’s Theme
- Producer :
- Andy Oskwarek
- Post Production :
- Glassworks
- Flame :
- Alexis de Camara
- Colorist :
- Scott Harris
- Producer :
- Jamie McCubbin
- Print Production :
- Getty Images
- Photographer :
- Francois Ne
- Producer :
- Christopher Sleet
Need a credit fix? Contact the Creativity Editors