Nike Promotes Middle Eastern Women Enjoying Sport And It's Seriously Empowering

Nike has posted a video of Middle Eastern women boxing and running in the street and we celebrate their bravery for standing up for what matters – inclusivity, equality and fitness.

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Last year, sports brand Nike made headlines by publishing its employee diversity numbers to show the importance of transparency and a commitment to creating a more inclusive and prosperous business.

The numbers showed the majority of its US workforce was made up of racial and ethnic minorities and women represented 48 per cent of its global workforce.

And now, amid the political turmoil of the Trump administration, which in recent months has seen the implementation of an immigration ban and executive orders that threaten women's reproductive rights, the sports brand has decided to push its message on progression and equality one step further.

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Earlier this week, Nike posted a video to its Middle East Twitter account showing women running, ice skating, skateboarding, riding motorcycles and boxing in what appears to be a Middle Eastern setting.

A voice over the clip says: 'What will they say about you?' while an older man looks on, seemingly in disgust, at a woman in a hijab skateboarding through town.

'That you shouldn't be out there?' it continues. 'That it's unladylike? That you're not built for this? Or maybe, they'll say you're strong,' says the narrator.

'That you can't be stopped. That you'll always find a way. That you make it look easy. That you make it look good. Or maybe, they'll say that you're the next big thing,' the voice suggests at the end, before the brand's famous 'Just Do It' slogan appears on screen.

Maybe, they'll say you're strong.

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Unsurprisingly, the video – which echoes the message of the Saudi Arabian music video 'Hwages' that challenges the concept of female stereotypes in the Middle East – has garnered negativity online, given the region's conservative views on womanhood, tradition and religion.

However, there are multiple users on Twitter who have praised the brand for speaking to its Middle Eastern customers and empowering women to 'just do it'.

No matter how you view the video, you have to applaud the brand for celebrating women, sport and highlighting the importance of following your dreams.

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