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Nike Middle East Launches Campaign Celebrating Female Athletes

Nike "unveiled a powerful campaign designed to champion women in the Middle East and challenge stereotypes," according to Rebecca Stewart of THE DRUM. The "bold creative" centers around the question "What will they say about you?" and features five "successful" female athletes "cherry picked" by Nike. A subtitled version of the "colourful film has been shared by the brand on Twitter, and sees women from a range of fields," including Parkour trainer Amal Murad, boxer Arifa Bseiso and singer Balqees Fathi "showcasing their skills." Figure skater Zahra Lari "also takes a starring role." Nike wants to turn its women's sportswear arm into an $11B business by '20, and "as such has been scrapping stereotypes in its marketing over recent years in a bid to appeal to female shoppers." Emirati parkour coach Murad said that the phrase, "What will they say about you?" is "every little girl's nightmare growing up" (THE DRUM, 2/20).

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