Nike|What will they say about you?
On March 2017 Nike launched a series of local market spots for women, in order to spread a powerful global message. Wieden +Kennedy Amsterdam, created the ads for Russia , Turkey and Middle East that are part of a bigger campaign with the tagline “Believe in More”.
In Russia, Turkey and Middle East women deal with a variety of barriers in sport. Gender discrimination , different cultural customs and individual society’s aspects , make it hard for women to mingle with sports.
The advertisement concerning the Middle East is titled “What will they say about you?”, presents five well known professional and amateur women athletes. They have experienced social criticism and have encountered negative attitude both from family and friends, since their choices conflict with the social norms. Parkour trainer Amal Mourad, figure skater Zahra Lari, Pop singer Balquees Fathi, Fencer Ines Boubakri and boxer Arifa Bseiso have faced community pressure, for having continued doing what they have been passionate about. Fatima Al Banawi a social researcher, artist and actress from Saudi Arabia was the most appropriate for the narration of the ad.
The campaign was positively commented and supported by Muslim women. In addition, Nike is promoting a Hijab line for spring 2018 to be worn by Muslim female athletes. As Sara al-Zawqari commented- “When an ad touches on the insecurities of women in a society ,digs deeper and becomes an empowerment tool rather than just a product”. On the other hand , some others claim that, this very ad addresses to women of high socioeconomic class since they rarely confront with social and economic hardship. Wieden + Kennedy responded that they have presented these five women as model athletes to motivate young Muslim girls participate more energetically in sports despite all the obstacles and barriers.When interviewed for the campaign, the five women shared their personal experiences and difficulties with which they have come up against due to their interests.
The ad reflects the positive aspect of the phrase “What will they say about you?” , giving powerful answers.
Marketistas:
Λευϊτικού Σοφία
Μαυρομανωλάκη Νικητούλα
Πύριλλου Έμιλυ
