Celebrating the pioneering spirit of The Middle East
“What will they say about you?” is a question many young Arab females are challenged with at home. Women are met with this phrase from family and friends when they endeavor to try something unexpected or to push boundaries beyond social norms.
UAE Parkour Athlete, Amal Muradsays “This phrase, it’s every little girl’s nightmare growing up! We hear this every time we do something that might be met with criticism. There’s a fear to stand out and do something that’s not part of the norm. But I’ve learned that, if you genuinely want to do something amazing, you can’t be afraid of hearing this phrase. Don’t be afraid of your own greatness.”
Nike inspirational film features professional and everyday athletes from the Middle East, women who have achieved personal success through competitive and amateur sport. Despite concerns or criticism, these women hope that the world will say they’re pioneers, role models and strong voices for their region.
The film features both professional and everyday athletes from the Arab region, including Parkour Trainer, Amal Mourad; Figure Skater, Zahra Lari; Pop Singer; Balquees Fathi; Fencer, Inès Boubakri; and Boxer, Arifa Bseiso. Narration is done by Fatima Al-Banawi, a Saudi Arabian social researcher, artist, and actress.
Athletes in the region are excelling in sport more than ever. They’re “the first”, “the best”, “the only” – The campaign is inspired by the idea that trying something for the first time and pushing beyond personal boundaries can lead to positive change and, in the instance of sport, lead to a healthier lifestyle.