Nike launches 'What if You Can?' campaign in Saudi Arabia
Global sportswear giant Nike has unveiled its first campaign in Saudi Arabia, titled "What if You Can?". Crafted by Wieden+Kennedy, this campaign is designed to empower young girls in the kingdom to explore their potential and embrace sports.
The minute-and-a-half film has already garnered significant attention, amassing over 37 million views on YouTube and generating considerable buzz on social media. The ad showcases a teenage girl discovering her love for movement and sports. It begins with a football rolling towards her, accompanied by the question, "Do you want to play?" This moment sparks her journey into physical activities, ultimately boosting her self-confidence.
Directed by Saudi Arabia’s pioneering female filmmaker, Haifaa Al Mansour, the film uses imaginative transitions to depict the girl’s newfound enthusiasm for sports. Everyday scenes transform into athletic opportunities: library shelves become a climbing wall, and a bench turns into a balance beam. These visual metaphors highlight the endless possibilities available to young girls when they embrace sports.
Nike’s campaign aims to break down barriers that often prevent young Saudi girls from engaging in sports. By showcasing sports as an exciting and accessible opportunity, "What if You Can?" seeks to inspire a new generation of girls to realize their potential and step confidently into the world of sports.
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