Sportswear company Nike is celebrating the achievements of Middle Eastern female athletes in a new campaign video that aims to challenge stereotypes attached to women and sports in the region.
Tilted “What will they say about you?”, the short one-minute clip features Parkour Trainer Amal Mourad, Jordanian boxer Arifa Bseiso, Tunisian fencer Ines Boubakri, singer Balqees Fathi, and Emirati figure skater Zahra Lari.
The video is narrated by rising Saudi artist Fatima Al-Banawi, who rose to fame in the much-acclaimed Saudi film Barakah Meets Barakah.
Women’s participation in sports is becoming more of a reality in Saudi Arabia after Princess Reema bint Bandar bin Sultan was named head of the women’s section at the kingdom’s General Authority for Sports last year.
Asked what to expect for women’s sports in the coming years, Princess Reema said at the time that the goal was to offer women the opportunity to engage more.
“What exists today is an army of enthusiastic women who understand the value for this country. We need to invest in unity and team spirit,” she said.