CEL­E­BRAT­ING PI­O­NEER­ING SPIRIT OF LO­CAL WOMEN

ArabAd - - AD WORKS -

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.

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