In keeping with a theme of equality, Nike released an online ad last week showing Arabic women training and working out, a spot that includes figure skater Zahra Lari drawing stares as she runs through the streets wearing a hajib.
The campaign was shot in Dubai and in addition to Lari includes parkour trainer Amal Mourad, boxer Arifa Bseiso, fencer Inès Boubakri and singer Balqees Fathi.
Reflecting the pressure women are under to conform to feminine standards of behavior, the film opens with the question “What will they say about you?” It is narrated by Saudi artist Fatima Al-Banawi.
On Nike’s Twitter and YouTube accounts, most of the feedback on the images is positive, though there has been a bit of push back both from people who disapprove of women participating in sports, as well as those invested in believing that Arabic women are too oppressed to participate in any activity outside the home.
It’s a beautiful campaign and speaks not just to Arabic women gaining equality to men, but also makes a statement about representation as it relates to a global ad campaign.
