Nike unveiled a powerful campaign designed to champion women in the Middle East and challenge stereotypes. The bold creative centres around the question ‘What will they say about you?’ and features five successful female athletes from a range of fields.
Working closely with Wieden & Kennedy advertising agency, we translated this campaign into a retail experience. The campaign featured various female athletes as well as style influencers in the Middle East. This included Parkour trainer Amal Mourad, boxer Arifa Bseiso, singer Balqees Fathi and runner Amna al Marri showcasing their skills. Figure skater Zahra Lari also takes a starring role. The campaign seeks to shine a spotlight on women who have achieved success against all odds and in some cases cultural expectations.
Launched at the same time as the TV and Digital campaigns, the retail presence became a tangible experience for young women throughout the region to celebrate female empowerment. The campaign was brought to live in retail windows, induction zones, merchandising tables as well as digital screen.
