From women, to women
Last Thursday, Adidas celebrated International Women’s Day by unveiling their latest campaign for the Ultraboost 19 running shoes. The video features three Saudi Arabian athletes, aiming to promote female empowerment. It was shot in collaboration with fitness trainer and sport abaya designer, Lojain Alrefae; Mountain climber, Raha Moharrak and Footballer, Saja Kamal.
The campaign took place in different parts of Jeddah, with each location specifically curated for the athlete themselves. The athletes represent strong independent woman, who love breaking barriers and supporting other women through her achievements. This message is evident in the video’s dialogue, especially when Raha is heard saying, “The girl after me won’t have to fight to be the first. She’ll fight to be the best.”
The video also addresses the stereotypes that they have faced, “I am lazy, I am weak, I have no ambition,” Raha says as she scales a hill in the video. Speaking of the campaign, the mountain climber, who is the the youngest Arab and first Saudi woman to summit the highest peak in the seven continents, said, “As a woman, I’ve had to climb and overcome a lot of barriers on my way to reach the top and to be able to be the woman I am today.”
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Lojain also spoke of the campaign, and specifically the location where it was shot, saying, “Doing this with adidas in my home city, and being filmed on the running strip of the Jeddah Corniche, could not make me more proud of who I am and where I’m from. With everything I do, I aim to come back faster and stronger”.
“To be recognised as a female Saudi football player has meant that I’ve had to push myself to the limit to achieve this iconic position,” said Saja in a statement. “The UB19 campaign demonstrates how perseverance and strength of character can accomplish absolutely anything – and with the movement and flexibility of the UB19 shoe – I’ve scored every goal I’ve ever set for myself,” the footballer who is a two-time a Guinness World Record holder continued.
Images: Supplied, YouTube