The Open Masters Games Abu Dhabi 2026 has launched an Emirati Women’s Day campaign to recognise the achievements of Emirati women athletes and encourage more to participate in the 2026 Games.
The campaign spotlights three extraordinary Emirati athletes whose journeys redefine what it means to be strong, resilient, and inspiring. Furthermore, in a heartfelt, culturally rooted campaign, the Games reimagined the gold medal – sport’s ultimate symbol of achievement – as a tribute not just to champions on the podium, but to all Emirati women breaking barriers in every arena of life.
Dr. Lamees Abu Hlaiqa, marathon runner and public health advocate; Mariam AlBlooshi, judo champion and volleyball team leader; and Abeer AlKhaja, CrossFit coach and community builder, became the faces of the movement.
At the Abu Dhabi Summer Sports, an annual event promoting healthy lifestyles, invited three women to a surprise tribute ceremony. There, family members presented them with bespoke gold medals engraved with values such as inspiration, resilience, and strength.
Each medal’s design drew from UAE heritage incorporating the seven petals representing the Emirates, the national flower Tribulus Omanense, and Arabic calligraphy — creating a powerful visual symbol of pride and unity.
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On Emirati Women’s Day, the Games released a hero video capturing the emotional moment across all social media platforms and supported it with individual athlete carousels, interactive Instagram stories, and PR features in tier-1 and women-focused media.
The rollout was amplified through collaborations with the athletes’ own channels, ensuring the message reached both sports fans and the wider community.
By blending national pride, authentic storytelling, and striking visual design, the Open Masters Games Abu Dhabi delivered more than a campaign – it created a living tribute to the women who inspire the nation to take their first step, break their own limits, and embrace sport as a way of life.
Burson brought the campaign’s hero video to life over one to two months, handling all aspects of production and post-production. At its core, the Games’ campaign aims to show that Emirati women are capable of anything and are strong, resilient, and unstoppable especially in the active space.
Credits:
Client: Open Masters Games Abu Dhabi 2026
Athletes in the Campaign:
Dr. Lamees Abu Hlaiqa
Mariam AlBlooshi
Abeer AlKhaja
Agency Team: Burson
Passant Awad
Joshua Lewis
Mohamed AlMahmoud
Leen Aqqad
Amey Borkar
Robin Heymann
James Motely
Creative Direction: Bashar Kalash
Production lead: Makram Abi Faraj
Post production: Michael Bell
Creative designer \Photography : Mohamed Elamine M’siouri
Videographer: Antonin Pelletier
Creative copywriter: Leen Nasreddin
Animator: Nidal Bou-Ghanem
Art Director: Ahmad Faraj
