Nike’s Tapped Five Middle Eastern Women To Star In Its New Campaign
The sportswear giant has teamed up with a empowering selection of women – including one Emirati – to showcase their latest collection.
When it comes to celebrating women of the region, this sportswear brand is setting the pace.
First Nike announced they were launching an activewear hijab, and now the sportswear label has collaborated with five inspirational women from the region to showcase their new collection.
The entire campaign was shot right here in Dubai (thanks Nike, we also agree we’ve got quite the location here), with an Emirati yogi specialist among the women handpicked to take part in the campaign.
“These women come from completely different walks of life – be it yoga, art or fashion designing and styling,” said Nike in a statement.
“The commonality that links them all together is that they are women pioneers in the fields they work in, they eat breathe and live the relentless pursuit of excellence and they’ve come together to inspire you to exceed your potential in body, mind, soul and style.”
Among the women taking part is Yasmin Baker, a 25-year-old aerial yoga expert from the UAE – which means she can pull off vertigo-inducing stunts like this (and make it look beyond easy):
Baker was inspired to take up the sport after watching a Cirque de Soleil show, and managed to master the art in only two-and-a-half years, becoming the first-ever Emirati silk yoga instructor.
The aerialist, who teaches at Gravity Gym and Dubai Circus School, revealed she was “so proud” to team up with Nike, as she shared a group image of the campaign on Instagram.
Ladies and gentleman, we have lift off 🚀. So proud to be a part of this motion. When you believe in more, you take a calculated, bold and optimistic step in the dark. And in taking that step, you make a decision to create a positive experience or a positive opportunity to grow out of adversity. Push and progress without fear or guilt. 💪🏾 Believe in more. Just do it ✔️ #believeinmore #believe #justdoit #progress #nike #nikewomen #squadgoals #rawr #spicegirls
“When you believe in more, you take a calculated, bold and optimistic step in the dark,” Baker wrote.
“And in taking that step, you make a decision to create a positive experience or a positive opportunity to grow out of adversity. Push and progress without fear or guilt.”
Joining the Emirati in the campaign is Lebanese blogger Lana El Sahely, the style star behind editorial and shopping site larmoiredelana.com (and Dolce & Gabbana runway model).
Rounding out the collaboration, which highlights Nike’s Chrome Blush collection, are Saudi visual artist and graphic designer Balqis Alrashed, Lebanon-born and UAE-based yoga instructor Karen Mattar, and Kuwaiti teen blogger Taiba Al-Nassar.
Mattar, who said she was “grateful and honoured” to be chosen, added that she hoped she’d keep “inspiring women to believe in more”.
“I personally think it is crucial for women to be aware of how important it is to know their potential and be the best they can,” she wrote on Instagram.
“Here’s to believing in endless possibilities and infinite potential, and also to Arab women killing it all 2017,” added high-school junior Al-Nassar, who’s behind style site The Urban Analyst.
We couldn’t agree more…