Nike's Saudi campaign empowers young women to embrace sports actively

Global sportswear brand Nike has launched a new campaign in Saudi Arabia titled "What if you can?". This minute-and-a-half film aims to inspire young girls in the kingdom to embrace their potential and motivates them to participate in sports.

The film has garnered more than 37 million views on YouTube and is generating significant buzz on social media.

The ad film portrays a teenage girl’s exploration of movement in her everyday life. It begins when a football rolls towards her, and a fellow young girl asks, "Do you want to play?" The teenager then discovers her abilities and finds herself enjoying physical activities, which in turn boosts her self-confidence.

Nike aims to fill Saudi girls with confidence and excitement to begin their sports journey, helping them realize their hidden potential. With this campaign, the brand wants every girl to confidently ask herself, "But what if I can?"

"Sport is growing fast in Saudi Arabia; it's everywhere and it's unmissable. However, for young women, sport is still something foreign and intimidating. Some don’t see the opportunity, some don’t feel supported, and some don’t know the rules or where to start. So while there's a small percentage of girls leading the charge, millions more are left on the sidelines, waiting for the right moment to get involved," the statement continues.

The agency also collaborated with Haifaa Al Mansour, one of Saudi Arabia's best-known and the kingdom's first female filmmakers, to create this impactful film.

Nike is renowned for its socially conscious marketing. The film reflects the changing socio-cultural nuances of Saudi Arabia and aligns with Nike's tradition of taking strong stands on social issues. For example, in 2018, the sportswear giant released a campaign starring Colin Kaepernick, which created substantial buzz. The film, titled "Dream Crazy," was considered revolutionary because Kaepernick had made headlines in 2016 after kneeling during the pre-game national anthem to protest racial injustice in the United States during the Black Lives Matter movement. In the film, Kaepernick says, "Believe in something. Even if it means sacrificing everything. Just do it."

The company also flipped its tagline to read, "For once, don’t do it," addressing ongoing protests and systemic racism in America.

Similarly, in 2021, Nike released a spot titled "The Land of New Football," featuring a diverse range of inclusive characters – gay, straight, black, white, women, etc. The film aimed to convey that sports are for everyone, regardless of who they are.