Destination KSA - Your Guide to Saudi

Destination KSA - Your Guide to Saudi

Unlocking Potential: Nike’s Drive to Inspire Young Girls in Sports

Unlocking Potential: Nike’s Drive to Inspire Young Girls in Sports

Sport is a big part of Saudi Arabia’s growing scene and is taking over much of the Kingdom. A major change in the landscape is the introduction of various female athletes and while some girls are taking the lead, millions more await the right moment to jump in.


 

The movie tracks a young girl’s path to discovering the delight of motion. As she stumbles upon her hidden talents, she delves into them and starts to appreciate their amazing impact. Along this path, our protagonist gains not just physical prowess but also a newfound self-assurance.

Unlocking Potential: Nike's Drive to Inspire Young Girls in Sports

The hero’s journey of uncovering hidden talents is visually captured by depicting her effortlessly transitioning from everyday life to sports scenes. This shows that ordinary actions can transform into athletic skills with practice. The story was made possible through collaboration with Haifaa Al Mansour, a renowned Emirati filmmaker and one of the first female filmmakers in the UAE.

Unlocking Potential: Nike's Drive to Inspire Young Girls in Sports

“I hope the film will encourage young women to push their boundaries and always look for new opportunities. If this film encourages girls to go out and try a sport for the first time, that would be the most rewarding thing I can possibly imagine,” says Al Mansour.

Unlocking Potential: Nike's Drive to Inspire Young Girls in Sports

 As a part of the campaign, Nike has partnered with Rebel Girls, a storytelling platform, to inspire and boost confidence in girls. They share stories of remarkable women like footballer Seba Rabea Mohammed Tawfiq and sprinter Kariman Abuljadayel. These digital tales will be accessible across Nike’s platforms online, on the Nike app, and on Rebel Girls’ social channels.

Unlocking Potential: Nike's Drive to Inspire Young Girls in Sports

The campaign gets backing from partnerships with schools and local sports programs in Riyadh. These partnerships offer girls free chances to explore different sports and movement activities.


 


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