CELEBRATING PIONEERING SPIRIT OF LOCAL WOMEN
Nike brand is one of many brands to couple marketing and social activism. In its most recent campaign in the Middle East, it has again capitalised on social advocacy by launching an inspirational film featuring professional and everyday athletes from the Middle East titled “What Will They Say about You?”. “What will they say about you?” is a question many young Arab females are challenged with at home. They are often met with this phrase from family and friends when they endeavor to try something unexpected or to push boundaries. The campaign features five remarkable 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. “Through Nike’s work with athletes in the Middle East, we’ve been incredibly inspired by the pioneering spirit that exists here,” said Hind Rasheed, Nike Spokesperson. “In the region, it’s possible to be ‘the first’ or ‘the only’ to try a sport or to achieve global success. These stories are an inspiration to us at Nike, and we wanted to share them with others, hoping they’ll inspire more women to overcome doubt and seek empowerment through sport.” We know that great stories that inspire and entertain can deliver stronger brand connections in marketing. These strong women are helping to create positive change through sport and fitness, and Nike hopes that sharing their stories will inspire others, and turn the phrase “What will they say about you?” into a positive question with powerful answers. There’s no secret why companies like Nike have been successful. They have become part of the daily lives of their consumers. They share each other’s experiences and advance a movement. They aren’t positioning themselves, they are the position. And they live it every day through their products, social engagement and expressions of lifestyle. The ad has garnered over two million views since it got released on Youtube mid-feb, an obvious sign of the reach and resonance Nike's message has managed to achieve.